Credibility is Key for WWF
An obvious, yet vital, component of a direct marketer's job is to learn as much as he can about his prospect. "But what do they really know about us, and what we do?" a marketer might ask in return.
To address this question, the World Wildlife Fund (WWF), in a #10 envelope effort received in April, provided its recipients with some noteworthy information about the charitable organization that they may not have already known (610WOWIFU0302X).
The outer envelope sets the stage for the message on environmentalism conveyed in this package with a mention of the WWF's being named a top environmental charity by SmartMoney magazine for the fifth consecutive time.
On the back of the BRE, however, is where the bulk of the message is relayed: Four lines of copy explain the environmental advantages of the recycled paper used in this campaign, and the natural resources that were spared by using it. "Made from 100% post-consumer fiber, No harmful chemicals are used to make this paper, WWF is helping to reduce landfills and recover renewable resources" are just some facts presented in this message.
"The more you can show your prospects that you practice what you preach, the better off you'll be," said Sandra Paul, director of membership programs, World Wildlife Fund.
The first time World Wildlife Fund utilized this information in its mailings was four years ago, yielding hardly any response. However, Paul said the inclusion was a "feel-good change, more than anything else."
"We thought people would want to know this," she asserts. "We were seeking out the best paper to use, and this reinforces all of our policies."
According to Paul, the round-up of useful information came right from the paper company, and World Wildlife Fund opted to let it be known.
The paper stock used for the BRE is the kind that people readily recognize as being recycled; it's more fibrous and features a mottled brown-grey hue. What might not be easily detected is that all the package components in this mailing are printed on recycled paper--even the dual four-color, glossy buck-slips. So as not to leave room for any misconceptions, WWF places a recycled paper symbol on each package element.
As for the buck-slips, one is a component out of WWF's control package, for its umbrella premium. The second insert displays how every dollar received by the WWF is spent. According to its pie chart, 82 percent of funds received goes directly to conservation programs. Hence, 82 cents out of every dollar donation will benefit wildlife. The back side of this buck-slip also details how "everyday actions" can preserve the environment.
The recipient instantly builds a connection, and withdraws a sense of credibility from this buck-slip and the messaging on the back of the BRE.
A donation form and a four-page letter, with selected passages underlined in red ink for punctuation, round out the effort.
This particular mailing is chiefly sent to WWF's existing members, and quantifies the nonprofit's overall goal and mission to protect the world's wildlife and wildlands.