Testing to keep its control fresh is a winning strategy for a Utah animal refuge.

By Cary Castle

A tangible involvement device that gave the donor a way to personally “touch” the recipient of his generosity was used for the third test package. BFAS used a “Love Me” tag that was to be signed and returned by the donor (along with a donation) so it could be hung in the cage of one of the animals. There also was a brochure with pictures and stories of several animals donors could adopt. A copy strategy that said, “Be part of the miracle” was used along with teaser copy on the outer envelope that stressed how donations to BFAS could save a homeless pet.