Covenant House

ORBIS Sets Its Sights High (1,281 words)
October 1, 1998

A child born with cataracts sees the world and his parents as shadows. Due to glaucoma, this young mother could barely see her baby girl. A 90-minute operation could cure this young girl. SightFlight—it's their only hope of ever seeing again. You can make blind eyes see. Without the benefit of a globally recognized name like the Red Cross or even an obvious cause like the Society for Prevention of Cruelty to Animals, ORBIS—an organization dedicated to fighting blindness worldwide—knew it had a tough task ahead when it set its sights on mailing to solicit donations in the United States. In

Is It Time to Test a Freemium? (815 words)
April 1, 1998

by Dick Goldsmith They shouldn't do this to me! My mother did it to me when I was little. I'm grown-up now. It shouldn't still be happening. And yet, they still make me feel guilty. Who? The direct marketers, that's who. I didn't ask for all those cards and labels, but I keep using them. So I have to keep sending them money. A freemium is a little something extra in a direct mail package. Its purpose, of course, is to lift response. It does this by involving the reader or giving the reader guilt. It gets its name from the fact that