Market Focus - Environmentalists
A Direct Connection
No matter the specific focus of the environmentalists you're trying to reach, direct mail is a good way to communicate with these folks. Purcell says, "Direct mail is an excellent channel for environmental offers, because it allows the organizations the real estate to explain the cause and the issues that are involved." Direct mail packages allow for the combination of effective visuals with a compelling story, whether it's to illustrate the damage off-shore drilling is having on the Arctic or conversely showing a pristine wilderness that is in danger of being compromised by development or deforestation.
In terms of offers, due to the evangelical and educational aspect of this market, Purcell notes the continuing popularity of premiums that help these concerned citizens show their pride and commitment to their causes.
"People want bumper stickers, they want tote bags, address labels," she notes. "For other offers, it's natural to offer a guide or a map." She adds, however, for issues that involve litigation and lobbying, offers aren't premium-driven at all.
The key to creating an effective direct mail message to environmentalists, whatever their specific concern, is currency and relevance.
"Talk about local and timely issues," suggests Mark Sokolove, press secretary for LCV. "Top issues of concern to voters/environmental voters vary by region and include very local issues." For example, a recent survey conducted in the Southwest by the LCV Education Fund determined that the top five issues among the top 10 percent of likely environmental voters in that region were:
- lack of water, 48 percent;
- air pollution, 28 percent;
- water pollution, 26 percent;
- urban sprawl/over-development, 24 percent; and
- safe drinking water, 11 percent.
Experts say that understanding the specific perspective, as well as local environmental concerns of the folks you're trying to reach, will help your direct marketing campaign connect with this audience. Using recycled paper for your direct mailings when possible, can't hurt either.