Renewing the New
Taking the design a bit further with this package, Fried notes the decision to use a glossy, full-color envelope featuring the organization's slogan and photos of alumni, despite the additional cost. "If somebody is holding 10 envelopes in his hand, I want this envelope to be picked out," notes Fried. "I want his eyes to immediately go to that envelope. That was the idea behind the full-color, the color scheme and the glossy feel."
The color scheme and overall design remain consistent throughout the package with a full-color, one-page letter using language such as "member," "teammate" and "partner" to convey a sense of community within the organization's youth movement. "This package actually had a higher level [of creative] as far as the [four-color] letter matching the mailing," says Felsenthal. "We hadn't done that before." (Archive code #609-179876-0809)
Fried also points out that in past packages the letter's color scheme was more subdued, but he wanted to test something bold that better reflected the organization's slogan. "I felt that we had to enliven it a little bit and give it a little bit of character," he explains.
The detachable membership card appears beside a personalized renewal form that reminds the member of his past donation and asks to consider supporting the organization as a member for $36, a silver member for $54, a gold member for $100 or a platinum member for $360; it lists the premiums that the member is entitled to at each level. "We just want to create an actual membership and we want people to be members of our parent organization, so it's a natural fit," says Felsenthal. "You don't have to make a decision to become a member-you're already a member."
A decal premium featuring the organization's logo also was included in the package in an effort to do something similar to colleges, according to Felsenthal. "I wanted to do something collegian-colleges do very well with their alumni-so I'm trying to position ourselves in their minds as important as their colleges," notes Felsenthal.