Archive Observations: Survey Says, Back to School & Grand Controls
Both Target catalogs, one for the college audience, the other, K-12 (Archive code #910-637355-0908A & #910-637355-0908B) include staple-bound coupon books for essential items like toothpaste, crackers, batteries and kids' apparel. Kohl's (Archive code #910-402855-0908A) reached out to its best customers with a spot-glued card good for an "extra 15% off everything" on a 5-1/4" x 7-1/4" self-mailer featuring fashions by Avril Lavigne and Tony Hawk. For younger kids (toddlers to elementary), The Children's Place (Archive code #910-652201-0908) mailed "The TCP Times," a 16-page magalog of specially priced apparel, and a 20 percent coupon as a further sales boost.
Grand Control Update & Profile
In August, five mailings became Grand Controls (controls in the mail for three or more years). The latest include: CARE USA (Archive code #605-171594-0908B), GEICO (Archive code #420-171960-0908A) and GE Service Management (Archive code #347-180039-0908).
The latest mailing by Disabled American Veterans (Archive code #604-172730-0908) to achieve Grand Control status has been in the mail since at least August 2004. In most respects, it's a great example of why DAV has been one of the most successful nonprofit fundraisers. The Annual Calendar Campaign effort was mailed in a 9-1/2" x 12-1/2" Kraft envelope that feels heavy, but aside from a vague teaser, "IMPORTANT DOCUMENTS ENCLOSED," offers no clue to what lies inside.
Once opened, the mailing's components spill out: There's a lovely, four-color 9" x 11-1/2" patriotic calendar, and a sheet of U.S. flag stickers. DAV has always been generous with its freemiums, even before the days of the legendary Max Hart, the former DAV fundraising director.
The two-page letter, rife with references to "you" and "your," thanks the "loyal supporter" for her previous donations: "You make some mighty good things happen." But, with its large Courier type font, a helpful touch for older folks, the letter doesn't allow for much explanation of specific DAV service programs. That job is left to a two-sided insert, listing various ways to "Reach Out to Disabled Vets." Affixed to the CRE are live 4- and 5-cent stamps, a personal touch that's a proven response-booster.