One to Watch: The New York Botanical Garden
The general pitch package is often used by nonprofits on an annual or semi-annual basis. Some, however, build their acquisition package around a theme. In the case of The New York Botanical Garden, its theme not only related strongly to its organization but also was seasonal.
The cover of the attractive, four-color 5-1/2" x 9" self-mailer greets the prospect with three vertical pictures next to each other: a classic white-framed greenhouse from the gardens, a smiling child lying next to some lettuce sprouting from the ground and some fresh tomatoes on the vine. The four panel uses white text on all-green background, headed by the letter "E" with a bite taken out of it. Underneath, the theme is unveiled: "The Edible Garden" and "A Summer-long Celebration of Growing Great Food" (Archive code #576-172334-0905).
If the prospective donor flips the mailer over before cracking open the wafer seals, the back gives him the quick scoop about becoming a member of The New York Botanical Garden. Several benefits are listed and an Edible Garden-themed tote bag is offered as a premium. Four calls to actions are listed, with the web option first, phone second, in-person third and mail fourth.
Inside, the efficient, low-cost mailing doesn't waste any more space on images and big copy, thinking that it's already done that job on the outer. Rather, the left panel lists all the membership categories and benefits alongside all the education programs for adults and children, including the Edible Garden that runs until September 13.
On the right panel, the Edible Garden is explained in tantalizing detail: "Discover surprising and informative Garden exhibitions throughout a spectacular 250-acre landscape. Join celebrity chefs and speakers for fun-filled food festivals and evening tastings at the new outdoor Conservatory Kitchen, take a cell phone tour narrated by Mario Batali and Bette Midler, and buy fresh local produce at our Farmers Market every Wednesday and Saturday!"