The biggest story is that starting this year, on the reply form, the prospective member is given two big choices. "Option 1" is a "one-time new membership gift" with asks from $20 to $1,000. "Option 2" is membership in the monthly sustainer "Partners of Conscience" program, with an ask string from $7 to $20. On page four of the letter, the importance of the monthly giving option to the organization's daily activities is laid out: "you will allow Amnesty to respond immediately" when a need occurs. Amnesty gets a predictable cash flow and can then upgrade members to a higher level (see image in viewer).
(Note: For tips on how to acquire or covert monthly donors, check out Monthly Giving: The Sleeping Giant by Erica Waasdorp, in our Direct Marketing IQ bookstore.)
Paul Bobnak is the director of research at Who's Mailing What!, which houses the most complete, searchable (and fully online) library of direct mail and mail in the world. To learn more about joining, go to www.whosmailingwhat.com. To reach Paul, email him at email@example.com.