First Up: The New Freemiums
A Useful Tie-In
Helen Keller International, a New York-based organization dedicated to saving the sight of vulnerable and disadvantaged people internationally, features two gifts in its December 2007 mailing. The #10 outer features the organization's name and logo and the copy, "Your free Personalized Labels and Wallet Magnifier are enclosed."
The magnifier, encased in a protective sleeve, shows through a large front window on the outer envelope, and the personalized labels are perfed to the reply form inside. Donors who have imperfect eyesight will find this magnifier useful in reading small print on menus and on the go. The organization makes a direct connection between its mission and free magnifier, with the copy, "May this gift remind you of the spirit of Helen Keller, and the important work that we do in her name."