Donors of Premium Importance
It's like the Zsa Zsa Gabor of direct mail packages: It's bold, a bit stirring ... and it's not likely to go unnoticed in the mail stream. This recent mailing from the National Rifle Association Institute for Legislative Action packs its punch in more than one way.
For starters, there's a sweepstakesdubbed the "GUN Sweepstakes BONANZA!"with a scratch-off "prize eligibility card." The prospect is asked to choose his 12 favorite guns from a check-off list on the official entry form. And, a "Gun Vault Sticker" must be moved from the outer envelope to the indicated spot on the entry form.
By offering a chance to enter the sweepstakes, the NRA is forcing prospects who want to enter to declare whether or not they included a donation, which can tinge prospects with guilt at the thought of entering without donating.
But hold your fire, it doesn't end there. A "winner's grab bag," offers 100 winners a chance to "receive a collectors-edition NRA-ILA commemorativea hat, pin, knife, belt buckle, or other great prize!!!" And, a "FAST 15," which provides "15 entries received by December 4, 2003 ... a pair of fabulous Leupold Wind River Cascade Binoculars." Then, one of those "lucky FAST 15 Winners will win the BEST ODDS BONUS of $1,000 in CASH!"
As for the 6" x 11" outerit's as adorned with guns as Zsa Zsa is with furs and jewels.
Despite the immodest package and abundance of offers and lures, the most notable item actually pertains to the contribution solicitation and the creative use of premiums. Somewhat shrouded under the banner, "Choose Your Thank You Gift Here," the solicitation message reads: "Send me the Official Thank You Gift I've checked below for enclosing my much-needed contribution to NRA-ILA." A different premium is offered for each step on the ask ladder, starting with a flashlight for a donation of $21.88. For a $33.50 donation, prospects get a thermos, and if they cough up $49.10, they receive a 15-function multi tool. For the top-tier donation of $89, prospects get all three gifts.
The Who's Mailing What! Archive has received a few mailings in the publishing sector of late offering a top-tier premium for pay-nows and a lesser premium for pay-laters, trying to inspire upfront payment. But this the first time we've
noticed a multitiered premium offer like this.
Unfortunately, no one was available at the NRA to comment on this mailing's success. But between the interactive ammunition, the sweeps and the multilevel premium offer, this mailing has all the makings of a huge success ... Then again, prospects could be a bit overwhelmed by all the hoopla.