Fred Vallejo A

By Fred Vallejo A few years ago, the Kennedy Center for the Performing Arts, located in Washington, D.C., wanted to breathe new life into its flagging membership program. The program's consultant called me to create a new donor acquisition package. The Kennedy Center is, of course, one of the premier arts venues in the nation. The venerable facility, located on the banks of the Potomac River in the area of Washington known as Foggy Bottom, serves as home to the National Symphony Orchestra and the Washington Opera. In addition, the Kennedy Center hosts a wide variety of theater, music and dance—from

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