For all of you mailers bemoaning the state of the economy and how it's affecting direct mail campaigns, just be glad you didn't have to build-from the ground up-a brand-new direct-mail program-list and all-in the midst of the economic downturn. Such has been the case for The National Crittenton Foundation.
When it comes to direct mail, there's nothing like a black outer envelope with reverse colored type to convey a harsh reality. Add a killer teaser like "Extinction is Forever" and you've got a TKO.
Last fall, Compassion & Choices, a Denver-based nonprofit organization that seeks to improve care and expand choice at the end of life through support, education and advocacy, was torn. Continue using targeted messaging that focuses on a specific issue it's battling in its annual fund appeal—as had been its approach in the past—or go with broader messaging?
Sometimes a mailing comes together organically, with an inspirational story that connects with inspiring artwork and a powerful call to action. Such is the case with this mailing from the National Parkinson Foundation.
About a year and a half ago, CureSearch, a Bethesda, Md.-based childhood cancer research organization, realized it lacked the top-notch direct marketing program it needed to best serve its mission. Aside from seeking to build a well-planned program with a strategic mail schedule, the organization recognized the need for a well-defined, tried-and-tested list of direct mail supporters.
By Abny Santicola We all know the phrase, "It's like riding a bike." And most of us have ridden or ride bikes. But is that all it takes to be considered a cyclist, or is there more? According to a 2003 sports participation study by the National Sporting Goods Association (NSGA), the overall bicycle riding population—made up of individuals 7 years of age or older who bike six or more times a year—numbers 36.3 million in the United States. But that's a pretty wide net. A truer representation of the cycling market is a group NSGA refers to as "frequent participants"—those who have biked