Heritage Co.

The Power of thank You
October 1, 2005

By Tracy A. Gill The short list of direct mail's most effective words may vary from expert to expert, but there are a couple of standards you are likely to hear over and over: free, new, you, because, guarantee. The folks at Christian Children's Fund (CCF) would like to suggest a phrase for that list: thank you. In July, the Richmond, Va.-based nonprofit used that one phrase as the entire focus of a mailing to launch The Heritage Circle for Children, an initiative created to recognize the more than 30,000 donors who have been giving to the organization for 25 years

A Black Tie Mailing
April 1, 2005

Here's a scenario: It's January. The first month of a brand new year, ushered in—you hope—by donors and prospects with cheerful anticipation. So, what do you do if you're a nonprofit sending out the first renewal for this brave new year? If you're The Heritage Foundation, a Washington, D.C.-based conservative research and educational think tank, you go all out, as it has every January for more than 20 years with this business-style effort (Archive code #601-172705-0501). The mailing is dressed in an ecru #9 envelope, with the Heritage Foundation logo boxed and embossed in gold on a blue background in the upper left

Making Compiled Lists Work for Your Prospecting Plan
April 1, 2005

By Alicia Orr Suman Robb Ruyle, president of Powderhorn Industries in Montrose, Colo., says his company always has used compiled lists almost exclusively. Even for the firm's first-ever mailing to promote a baby bib more than 22 years ago, Ruyle says he basically compiled his own list from a hospital directory. "Our customers are institutions—we want to reach people in hospitals, doctors' offices, nursing homes. So that's why we tend to turn to compiled lists." To make these lists as targeted as they can be, Ruyle uses a variety of selects, which vary depending on which audience his multiproduct company is marketing

HOWZ YER URL?
December 1, 2003

By Denny Hatch I've been an American Express Cardmember since 1964. As a company that has been in business for a long time, you would think it would have business on the Internet aced. Think again. I lost my American Express platinum card (for which I pay $300 a year) and wanted to report it. I went on Google and searched both "American Express Platinum Card" and "American Express," and went through screen after screen looking for how to report a lost card. Finally I found an 800 number to report a lost card and dialed it. The recorded message: "You have

Preamble in the Palm of Your Hand
March 1, 2003

"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 NCC—an independent, nonpartisan, nonprofit organization established by Congress through the Constitution Heritage Act of 1988—is 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