A Mailing with Cross-Over Potential
A recent test mailing from Working Assets, a long distance service provider that allows customers to give to charity when paying their phone bill, incorporates a technique or two from the nonprofits it
This particular effort, a #11 envelope package, targets animal lovers who might be interested in having one percent of their monthly phone bill donated to charity (808WOR-ASS0801).
According to Derek Glass, director of marketing for Working Assets, the company first tested the animal rights program offer in 1998, and then rolled out with it in 1999. While he declined to discuss any results from the most current test, he did share a little insight into the creative approach. For starters, the envelope format is a #11, which is rare these days. Glass explains that the envelope size was one of several variables in the test, but it was not isolated.
But what truly makes this package stand out is the sheet of personalized address labels encloseda staple in nonprofit direct mail, but something not ever seen in telecommunications offers. Glass explains that the idea was to fit the creative approach to the audience by marrying the best practices from the nonprofit sector with the techniques it knows work for phone service offers. The result is an atypical effort from a long distance service provider that focuses on the prospect, rather than the product being sold.