Case Study: Spin 'Em a Yarn
The National Audubon Society uses a professional storyteller to add zest to its direct mail.
The storyteller strategy has proven to be a successful one, bringing in 2 percent more than the net income originally forecasted. Fitzmaurice says: “The focus of this mailing is driving the average gift higher. This format of telling stories is very effective, because talking about ecospheres can be very dry.”
- Companies:
- National Audubon Society
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