Abny Santicola

Abny Santicola
Against the Odds

For all of you mailers bemoaning the state of the economy and how it's affecting direct mail campaigns, just be glad you didn't have to build-from the ground up-a brand-new direct-mail program-list and all-in the midst of the economic downturn. Such has been the case for The National Crittenton Foundation.

Conveying the Starkness of ‘Forever’

When it comes to direct mail, there's nothing like a black outer envelope with reverse colored type to convey a harsh reality. Add a killer teaser like "Extinction is Forever" and you've got a TKO.

Multiple Choices

Last fall, Compassion & Choices, a Denver-based nonprofit organization that seeks to improve care and expand choice at the end of life through support, education and advocacy, was torn. Continue using targeted messaging that focuses on a specific issue it's battling in its annual fund appeal—as had been its approach in the past—or go with broader messaging?

Art That Moves

Sometimes a mailing comes together organically, with an inspirational story that connects with inspiring artwork and a powerful call to action. Such is the case with this mailing from the National Parkinson Foundation.

Searching for a Cure

About a year and a half ago, CureSearch, a Bethesda, Md.-based childhood cancer research organization, realized it lacked the top-notch direct marketing program it needed to best serve its mission. Aside from seeking to build a well-planned program with a strategic mail schedule, the organization recognized the need for a well-defined, tried-and-tested list of direct mail supporters.

Keeping Pace

By Abny Santicola We all know the phrase, "It's like riding a bike." And most of us have ridden or ride bikes. But is that all it takes to be considered a cyclist, or is there more? According to a 2003 sports participation study by the National Sporting Goods Association (NSGA), the overall bicycle riding population—made up of individuals 7 years of age or older who bike six or more times a year—numbers 36.3 million in the United States. But that's a pretty wide net. A truer representation of the cycling market is a group NSGA refers to as "frequent participants"—those who have biked