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Madison Park and Ptewure Drive Association
proper sum to ask from each individual in view of his
circumstances and the amount which it was desired to raise.
A postal card was then sent to each individual bearing a
form of a pledge with the amount which he was asked to
contribute inserted. Accompanying this was a circular
letter signed by the directors explaining the reason why
this method of solicitation was adopted and explaining that
the person addressed should feel perfectly free to change
the amount or to decline to contribute if in his judgment he
was not able to contribute or he was not willing to do so.
These circulars brought immediate responses from a very
considerable number of subscribers. In some instances the
amount named on the postal card was less than the sub-
scriber was willing to contribute and the amount was in-
creased. In other cases, the amount was decreased and in
a few eases cards were returned with a statement that the
person signing it declined to contribute. About twelve
hundred cards were sent out and subscriptions amounting
to about $3,000 were received. About four weeks later a
printograph circular, resembling an autograph letter, which
was individually addressed and was signed by the secre-
tary, was sent to each person from whom a response had
not been received. Another postal card filled out for the
same amount as the original was enclosed. This brought
a considerable number of responses, increasing the sub-
scriptions about $1,000.
The directors realize that this is perhaps not the ideal
way to procure subscriptions but the great advantage which
it has of saving the time of the solicitor and also of the sub-
scriber is its justification. It may seem to some who re-
ceive the circular for the first time like an unwarrantable
attempt to dictate the amount which a person shall sub-
scribe, but if the circular is carefully worded and the rea-
son for that method of procedure is clearly stated, no per-