DM Spotlight: Plain-Jane Voucher Gets Makeover
An Offer by a Different Name
In an acquisition mailing designed for American Craft Council, Sage Communications dusted off an ever clever way to refer to the offer. Instead of just a plain, old membership, Anne and Josef Kottler, founding partners, call the offer a "Charter Membership Invitation." From testing in their other publication and nonprofit clients' mailings, the Kottlers have found success with the word "charter." "We liked the use of the word ‘charter' ... We've had a lot of luck with that," Mr. Kottler says. He also felt "charter" was a good word for referring to the first year of membership.