Preamble in the Palm of Your Hand
"Everyone should have one, especially our members" is what the folks at the National Constitution Center (NCC) might have been thinking when they included a handy, pocket-sized "Constitution of the United States" in a #10 mailing to a recent donor (602NACOCE1202).
The NCCan independent, nonpartisan, nonprofit organization established by Congress through the Constitution Heritage Act of 1988is building in Philadelphia the Constitution Center, the first-ever museum honoring the Constitution. The Center broke ground on Constitution Day, September 17, 2000, and will open July 4, 2003.
In this particular mail piece, the NCC is writing to thank a husband and wife who sent in a gift of $50, which gives them "Charter Member" status. The thank-you letter reads: "Your generosity will help provide millions of Americans with a place to learn, celebrate, and honor our nation's greatest political achievementthe Constitution of the United States ... Until we open our doors, we hope that you will renew your knowledge of the Constitution with the enclosed pocket-sized copy of the document ..."
An interesting note is that the acquisition package did not mention the freemium at all, so this was a nice surprise that solidifies good rapport between the donor and the NCC. As consultant Marilyn Black says, "under-promise and over-deliver."
Also enclosed in this mailing is a perf-off, personalized Charter Membership card, which has the Preamble printed on the reverse. The NCC positions the card as more valuable than just a simple piece of paper. It actually goes so far as to call it a "Constitutional Keepsake!"
At the right of where the recipient removes the card, the donor's membership benefits are itemized:
Free admission for cardholder through December 31, 2003.
Free admission to the National Constitution Center for two adults and all children living in the same household.
Quarterly newsletter from the Center's president.
10 % Museum Shop discount, Calendar of Events.
The 3-1/4" x 6" mini-book is a relevant freemium for anyone who antes up some greenbacks to the NCC. Most history-conscious donors might already have their own record of the Constitution, whether it's in an encyclopedia or a coffee-table book, but how many really own one that fits comfortably in the back pocket of their Levi 501s?
This mini-book also serves the purpose of piquing excitement in the donors, who will presumably attend the grand opening on July 4. With it being seven months away at the time of this mailing, having ones own copy to hold them over might prove to enhance anticipation and patriotism.