On the bus one morning I was mulling over a self-set challenge to beat Emmaus's control insert, which had been running for a couple of years. I like the idea of using different voices for fundraising communications (not just the director of fundraising or a front line charity worker). I was suddenly disturbed when a couple of inserts dropped on the floor from a magazine a fellow passenger was reading across the aisle. I looked at them and suddenly I knew whose voice I was going to use.

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This treatment beat the control insert by 100% in several titles.