Archive Observations: Tell Donors What You Do
Nonprofits can reassure donors that their money is being spent well by using good teasers to call attention to budgeting efforts. In July, Make-A-Wish Foundation (Archive code #613-183464-0807) tells its target to "Look inside for our Report Card!" In the #10 envelope is a two-panel insert with pie charts breaking down expenses and funding sources, as well as a few statistics on the group's progress in helping children across the country. Telling the story of a sick child in the letter adds a heartfelt tug at the pursestrings. USA for UNHCR welcomes a new donor with the copy, "Here's what your recent donation is accomplishing," in large type on its 6" x 9-1/2" outer. The six-page newsletter inside highlights the agency's activities in assisting refugees around the world (Archive code #605-703402-0807).
An invitation on the 9" x 12" OE for the World Wildlife Fund is positioned beside an image of the calendar freemium: "You vote for next year's cover!" Inside, the letter thanks the member for her ongoing support and runs down some of the group's achievements from the last year. It also includes a choice of stickers to peel off and attach to the reply form to select next year's calendar cover (Archive code #610-171878-0807).
Going Green Around The Home
Two new environmentally conscious efforts appeared in the Who's Mailing What! Archive's mail in July. One from The Cleaning Authority features a photo of a green landscape and blue sky on its 5-1/2" x 8-1/2" self-mailer, with copy that asserts "Every mother wants a clean home. Even Mother Nature." Under the headline "green is the new color of clean," the mailer lists the usual detailed housecleaning services it provides, promising the use of Green Seal Certified chemicals and materials (Archive code #390-675736-0807B). Sears mailed an offer for an in-home design estimate that promises "Environmentally Friendly Cooling Solutions" on a green-colored 6" x 9" OE. An insert notes the potential cost savings of Energy Star systems, and also carries the Puron and Energy Star logos (Archive code #390-171613-0807).
Grand Control Update & Profile
Eleven more efforts joined the distinguished ranks of the Archive's Grand Controls (controls in the mail for three or more years) in July, including mailings by Special Olympics (Archive codes #607-171772-0807A & #607-171772-0807B), Oblate Missions (Archive code #609-173194-0807), Literary Book Club (Archive code #125-171693-0807), AAA (Archive code #525-182432-0807A), Stephen Fossler Co. (Archive code #811-174089-0807), Angels on Earth (Archive code #202-271620-0807), History Channel Club (Archive code #202-696028-0807) and Traverse Magazine (Archive code #206-700199-0807).
Cooperative mailings rarely achieve Grand Control status because their letters, package designs and contents change from one month to the next. But an effort by Artisitic Direct for its "Carousel of Values" stands out because its letter and design haven't changed. The 6" x 9-1/2" outer features a photo of a person's hand applying address labels from a dispenser roll to envelopes. The word "Values" is in the largest type size on the page and in red. The "preferred customer" is directed to look inside for "new product offers" and "exciting savings". A wide variety of personalized products are promoted in the letter and inserts (everything from checks and labels to mugs and pet tags). Ease of ordering through the mail or online, a high level of customer service and discount pricing are all emphasized as customer benefits (Archive code #905-171591-0807).