Archive Observations: A Political Battle Royale
The original versions of the mailing, mailed beginning in the late 1990s, offered a panda umbrella as the membership or renewal premium. Although the panda remains a central part of the organization's logo and brand identity, other products have been tried, including a hat, thermos and tote bag. The July campaign, in the mail since at least February 2006, incentivizes with a Blue-Footed Booby plush. Aside from the photo on the front of the #10 outer, and a writeup on the buckslip inside, there's no other mention of the bird or how it relates to the organization's mission. But it's not really necessary—it's an unusual enough premium that it gets the envelope opened and the prospect focused on that 10-years-and-counting letter.