Circulation Ad Tip #7

MAKE YOUR DONOR EFFORTS
WORK TWICE AS HARD.

And you can enjoy twice the response. The big advantage of a donor campaign can also be its drawback. You're preaching to the converted. So you might be content to settle for the good built-in response you're assured of getting. And miss out on an opportunity to leverage your loyal subscriber base to the fullest and maximize gift subscriptions sold. This can be accomplished with strong creative executions in your cold donor, donor renewal and gift acknowledgement efforts. Convince your donors they won't find a more appropriate and appreciated gift— or a greater value. At the same time, remind them that they'll be avoiding the stress, crowds and hassles of shopping for gifts and wrapping them. Finally, keep the efforts graphically clean, simple and easy to respond to... and Christmas may arrive a little earlY this year. Hear are some efforts we've developed that have accomplished just that: