Anatomy of a Control: Don't Mess With the Message
Vietnam Veterans Memorial Fund learns that premiums have to reflect the mission.
The next step was to test the Christmas-tree mailing against the memorial-statue ornament. The test was an effort to see if it was the ornament that was drawing a better response rate or if it had more to do with the use of the memorial image.
The memorial-statue package won again, underscoring the importance of the memorial theme to this audience. According to Youngbar, the majority of the donors to the organization are either Vietnam veterans or have family members that are veterans.
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