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Archive Observations: The Power of Choices

February 19, 2009 By Paul Bobnak, Archive Director, Who's Mailing What! Archive
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Susan G. Komen for the Cure reached out to its previous supporters with two mailings that included eye-catching involvement devices amongst the usual freemiums. In one, a sheet of name and address labels also features a handful of stickers with the Komen logo and the proclamation "I want to end breast cancer forever!" The donor is asked to apply the stickers to credit cards in order to "raise breast cancer awareness" (Archive code #604-637679-0811A). In another effort, Komen uses a different slogan to make the same point. Along with its collection of holiday cards, mailed in a hefty 8" x 11" envelope, Komen enclosed a set of seals with the logo and the simple statement "Imagine life without breast cancer." This time, the contributor is directed to use the stickers on his correspondence (Archive code #604-637679-08011B).

Grand Control Update & Profile
In November, new Grand Controls (controls in the mail for three or more years) added to the Archive include mailings by Salvation Army (Archive codes #611-175058-0811A & 611-175058-0811B), Omaha Steaks (Archive code 355-171626-0811A), Ronald McDonald House of New York (Archive code #613-358990-0811), Audubon Magazine (Archive code #710-174801-0811) and Cystic Fibrosis Foundation (Archive code #604-171928-0811).

The Grand Control for Thirteen/WNET, a public TV station in New York City, has been in the mail since at least November 2005. Mailed in a #11 OSE, the first package feature that stands out is a temporary MemberCard, showing through a large window to the left of the address window. It's perfed to the letter inside, along with a reply form. But this effort is more about flattering the prospect than promoting benefits or a premium. The letter lays out case to become a station member in stark terms: revenues haven't kept pace with costs, and the great programming that is the station's hallmark is at risk unless more people join. So, specific dollar and new member target totals are announced. Descriptions of new programs and namechecks of long-standing favorites that "respect your intelligence" help reinforce the value of the station to the viewer. Instead of possibly undermining that value with a discounted membership rate, this mailing offers a six-month trial period. This allows the new member to feel that she is contributing to the broadcaster's fiscal health, while enjoying the program an member benefits at the same time (Archive code #602-1724-7-0811B).
 

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Most Recent Comments:
Archie Goodwin - Posted on February 19, 2009
Komen had an interesting challenge to overcome, but I'm not sure its Komen-logo stickers with the tag line "I want to end breast cancer forever!" was a particularly inspired tactic. Nor, was its involvement technique--that of asking the donor to affix the stickers to their credit card to "raise breast cancer awareness." with more and more direct debit devices and Internet-based marketing, there are fewer and fewer opportunities for individuals "other" than the cardholder to come in contact with someone's credit card. Moreover, you'd be hard pressed to find someone who wasn't "aware" of breast cancer, which leaves the whole "raise awareness of X issue" rather overdone.
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Archived Comments:
Archie Goodwin - Posted on February 19, 2009
Komen had an interesting challenge to overcome, but I'm not sure its Komen-logo stickers with the tag line "I want to end breast cancer forever!" was a particularly inspired tactic. Nor, was its involvement technique--that of asking the donor to affix the stickers to their credit card to "raise breast cancer awareness." with more and more direct debit devices and Internet-based marketing, there are fewer and fewer opportunities for individuals "other" than the cardholder to come in contact with someone's credit card. Moreover, you'd be hard pressed to find someone who wasn't "aware" of breast cancer, which leaves the whole "raise awareness of X issue" rather overdone.