Activity Highlights: Join/Attend/Be Listed
NAEIR—a nonprofit organization that collects donations of inventory from manufacturers, wholesalers and retailers then redistributes those goods to nonprofit organizations all over the U.S.—has been using a faux newsletter for years successfully. Called a "Special Report for Nonprofits, Schools, Churches, and Government Agencies," the first page of the 8-1/2" x 11" self-mailer (that's wafer-sealed on the side) takes the look of a newspaper article. The title captures immediate attention: "More than $100 million worth of brand-new supplies to be given away to nonprofits for FREE." The picture of the giant warehouse full of gifted merchandise also gets your eye. Otherwise, the "article" explains all about the organization and how to join, and it's followed by a reply card, toll-free number and more information (Archive code #571-178366-0905).
Hard to believe, but there still are many folks who do not have cable TV—and who had their broadcast channels cut off when the "federally mandated Digital Broadcast Transition" occurred. Comcast knows this well from its extensive database, and the firm's recent effort tries ever so gently to recruit these potential customers. The green-colored 6" x 10" self-mailer uses the words "Tick, tock, tick, tock..." on the outer, next to a faux-sticky note that says, "Hurry! Get your FREE Limited Basic Cable before June 12, 2009" followed by two calls to action. The back carries the theme forward with the words, "Time is running out," and the image of a clock.
Opening it up reveals a full page that goes out of its way to reassure the prospect. At the top, it reads, "Watch TV, just like always. With FREE Limited Basic Cable." Then it says, "Keep your local broadcast channels, with no headaches. Are you currently using an analog TV with an antenna?" On the right margin, it says "It's your choice" and then lists a bundle option and limited basic cable option, both of which appear above an elderly gentleman smiling and wearing a T-shirt that says "I am ready" (Archive code #581-176804-0905C).