WP Remix


My father-in-law received a direct mail solicitation recently and asked me what I thought. My exact words were: WOW! Ok, that’s only one word. But still, it was quite the package. I thought maybe Ed McMahon and the Publishers Clearinghouse people were somehow involved!

Let’s take a look:

The whole package (click to enlarge)

So what all was included?
1. Mailed in a personalized envelope, oversized, square, with a personalized teaser
2. Personalized letter from a student at the school
3. Personalized letter from the director of the school (two sided, with coupons to return w/gift)
4. Personalized pledge card/reply envelope
5. Personalized mail label set (two sheets with some stickers at the bottom)
6. Wall calendar, with info and stories on the back
7. Personalized certificate of appreciation
8. One large notepad
9. One small notepad
10. One foil sheet of general stickers with flowers and butterflies on them
11. Of course, a dreamcatcher

That’s a lot of stuff!

The gift ranges on the reply card started at $8, with a high of $35.  My FIL says he has never given, so this is presumably an acquisition package. Interestingly, there was a separate box to check that says “I can’t help the children now, but I’m enclosing $5 to cover the expense of sending my dreamcatcher gift.”

Also of note, I believe the dreamcatcher originally had a sticker on it that said ‘Made in China’ – wonder if that makes it less effective at catching dreams?

I hope somebody is testing this thing. Does the added expense of TWO notepads make for better response? Stickers, labels, dreamcatcher combo? Ten inserts in the original envelope? We all know premiums can have an effect, but the ‘more is better’ concept may or may not be true.  As long as somebody is testing this and seeing results that merit the packaging (both short- and long-term) I’m can be a happy camper.  Frankly, if you can mail 20,000 elephants carved out of soap and see the right metrics for your program, who am I to say otherwise?

Too often, however, the whole testing and analysis part is overlooked.  Even worse, the organization doesn’t consider what TYPE of donor it is acquiring, rather than just making a quick profit this year.  Hopefully your organization is in business for the long-haul, so consider your strategy accordingly.

Below are some closeups of the letters from the mailing.  Enjoy them while I go hang my new dreamcatcher!

(Click Images To Enlarge)

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