Vietnam Veterans Memorial Fund learns that premiums have to reflect the mission.

By Abny Santicola

Fueled by the results and thinking he could do better still, Youngbar developed another test a year later. He increased the mail quantities and mailed the note-card control package, the memorial-statue ornament package and a new ornament package with Christmas tree art on a gold ornament.

The memorial-statue ornament package outpulled the other two mailings, making it the new control for VVMF. In the test it garnered a 7.34 percent response rate to the tree ornament’s 6.4 percent and the note-card control’s 7.28 percent; a $13.66 average donation to the tree ornament’s $13.32 and the note card’s $12.41; and a net per thousand of $524.37 to the tree ornament’s $370.04 and the note card’s $467.76.