Sometimes it pays to take a risk.
The San Antonio Hospital Foundation of Upland, CA sent out a 5,000-piece mailing last November to solicit donations for a new emergency room. It went to prospects with home values of $500,000 or more.
What made it different was the cost: $24,000, more than double the usual budget for a direct mailing.
And it landed a $100,000 donation within three weeks
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