THE SITUATION: In October 2012, Denver Art Museum (DAM) opened Becoming Van Gogh for a limited run in Denver only. The exhibit brought together for the first time various works by Van Gogh and those artists who influenced him. With such a unique exhibit and popular subject matter, the staff of DAM knew that the exhibit would be a smash hit. Molly Wink, Director of Membership & Amenities, was especially interested in leveraging the would-be success of this exhibit and the consequent influx of new patrons into lasting patron relationships, especially via her direct mail campaign: The very nature of a show with Van Gogh as the subject makes it so that almost everyone is an appropriate target. Because of this, we had lots and lots of prospects for this show to promote ticket-buyi

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