Case Study: Spin 'Em a Yarn

The organization sent out its first mailing penned by Rapp late last year. The new approach, according to Agnes Fitzmaurice, Audubon’s annual giving manager, was influenced by “messages that were tested with focus groups.”

“One of those messages was bringing the idea of conservation home,” she adds.

The mailing that dropped in late March was enclosed in a yellow, 6-inch-by-9-inch envelope featuring the teaser copy: “More ways to help more birds and have more fun doing it!”