Fundraising Glossary: J

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John Samples: Sample direct mail packages addressed to a fictitious John Sample of Any Street, Any City, and kept by the  mailer as a record of the look and contents of each mailing.

Johnson Box: Copy  placed at the top of an appeal letter and surrounded by a box or other graphic  element, usually highlighting member benefits or the need, to persuade donors to  read on. Named after Frank Johnson, American direct mail pioneer, who invented  the device to promote magazine subscriptions in the 1970s.

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