Nobody likes to fail. But when it comes to direct-mail efforts, lessons that arise from stunning failures often can lead to stunning success

By Margaret Battistelli Gardner

The short letter also referred to the summons theme, stating, “This is the last time I can write to ask you to make your 200X membership contribution to XYZ organization. I’m hoping that perhaps just recently you sent in your check, and, if so, I am deeply grateful. But if you’ve been delayed in responding, please let me serve you, in honor and friendship, with this final ‘Summons.’…”