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

More than 12 years ago when I worked as director of development for an environmental nonprofit, I had just attended such a conference and came back to the office full of the joys of the next “big idea” to create a sustainer program! My team was excited; we contacted our direct-response agency, and off we all went to create the perfect campaign.