Archive Observations: Easy-Does-It Reply Devices
Three January mailings received by the Archive stand out from the nonprofit fundraising pack because of their unusual reply devices. Christian Appalachian Project (Archive code #611-172759-0801), a social welfare group, mailed its annual food drive campaign with a photo of a box of canned goods on the back of its 6˝ x 9˝ outer envelope. The reply form (which doubles as a freemium thanks to address labels) includes stickers for various ask amounts, each tied to the number of people that it will feed. The prospect is directed to peel off and apply the desired voucher sticker to the target box, then check off the corresponding donation amount box on the form, then return it.
A mailing by Heifer International (Archive code #605-652792-0801) was sent to current supporters of its efforts to help families around the world support themselves. This is also a campaign to relieve hunger, but here the stickers include only the donation amount and a photo of the specific animal with a family it supports. The reply process is simpler, too. All the donor has to do is apply one of the stickers to the reply form and mail it with a check.
The American Society for the Prevention of Cruelty to Animals (Archive code #610-172762-0801C) offers a new twist on its membership acquisition offer. The reply form includes a voucher featuring a large color photo of an adorable cat or dog. Each voucher is for an amount equated with a specific action, such as buying food, vaccinating cats and dogs, and providing medical exams at animal shelters. The new member is directed to detach and return the form with their reply card.
Grand Control Update
In January, the Archive added 12 mailings to its collection of Grand Controls (controls in the mail for three or more years), including efforts by the Alliance for Retired Americans (Archive code #601-693837-0801), American Institute for Cancer Research (Archive code #604-171950-0801B), Conde Nast Publications (Archive code #281-174234-0801), Good Old Days (Archive code #202-699973-0801), Gourmet (Archive code #202-171787-0801), Harper’s Bazaar (Archive code #203-399544-0801), Herb Quarterly (Archive code #202-172893-0801), Mantis Garden Tools (Archive code #356-655574-0801), Omaha Steaks (Archive code #355-171626-0801A) and the Whole Dog Journal (Archive code #250-171950-0801B).