Andrew, make sure you check out the story on page nine…” This was a call to action on the fly sheet of the latest issue of my World Animal Protection newsletter. As a fundraiser, I knew it was just lasered text linked to my segment, but also an important way to offer a value exchange that can lead to more sustained giving. As a donor, I knew there was a bear-related story inside the newsletter that might interest me. And WAP knew that their work related to bears – freeing them from appalling bile-farms and bear-baiting shows – was important to me. They knew this because they had asked me.…

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