National Wildlife Federation

Special Report: Paper Trails
June 1, 2008

Source. This term most commonly has referred to the origin of names on a list for rental. No longer. Now, direct marketers must get acquainted with a new application—paper source. Aggressive logging to support demand for paper products has drastically reduced the size of the world’s forests, which play a critical role in absorbing the carbon dioxide gases that fuel global warming. To protect the forestland that remains and rebuild some of what has been clear-cut, organizations have been established to promote responsible forestry management. These groups certify—among other wood-based products—paper and the chain of custody for suppliers involved in the paper and printing

Archive Observations: Gift Cards Gittyap
May 22, 2008

Rewards cards and coupons have been a dependable component of mailings driving retail traffic for years, but a few offers received in February stood out from the pack. Office supplies retailer OfficeMax mailed a promotion to its MaxPerks members, featuring a whopping three plastic savings cards spot-glued to one of the inside panels of the 4-3/4˝ x 11˝ self-mailer (Archive code #910-177998-0802A). With the tagline “Get Organized. Get Rewarded,” the mailing doesn’t show “problems” with which the prospect might identify. Instead, it presents three “solutions,” including binders and folders, a filing cabinet and digital storage media, with a rewards card corresponding to each one.

Fundraising
January 10, 2008

The October mailstream teemed with nonprofits, some of which relied on great copy to capture attention from prospects while others sprinkled some new approaches into their control mailings. In terms of trendspotting, the National Wildlife Federation not only sent out a 5-1/2 x 8-1/2 self-mailer (a very rare format in fundraising mail), but also tries mightily to push renewing members to the Web. “Renew NOW, renew ONLINE … and help protect America’s wildlife from global warming and other threats,” reads the back. On the front, in order to claim a premium for free (a stuffed penguin toy), it gives an online renewal deadline (Archive

TM0907_Cover/chart
September 1, 2007

The full list of 2007’s Top 50 Mailers (excludes catalogers) Company Sales/Revenue Industry List Manager(s) (in millions) Citigroup $146,558 Financial Does not rent Bank of America $117,017 Financial Does not rent JP Morgan Chase $99,845 Financial Does not rent 4 Sprint/Nextel $41,028 Telecommunications Does not rent American Express $27,136 Financial/Media Millard Group Washington Mutual $26,454 Financial Does not rent Capital One $15,191 Financial Does not rent Time Inc. $5,846 Media Millard Group/ Belardi-Ostroy Inc. 4 Pitney Bowes Co. $5,730 Business Services MeritDirect Salvation Army $5,300 Nonprofit Does not rent 4 Discover Card Services Inc. $5,000 Financial Does not rent Hearst Magazines $4,550 Media Direct Media International American Red Cross $3,919 Nonprofit The Carol Enters List Co./ American List Counsel The New York Times Company $3,289.9 Media American List Counsel BMG/Columbia House $2,400 Media Specialists Marketing Services/American List Counsel Reader’s Digest Association $2,386.2* Media American List Counsel/ The Catamount Group 4 Scholastic Inc. $2,283.8 Media Specialists Marketing Services/ Millard Group/List Services Corp. Dow Jones & Company $1,783.9 Media American List Counsel Meredith Corp. $1,600 Media American List Counsel/ Millard Group Company Sales/Revenue Industry List Manager(s) (in millions) Memorial Sloan-Kettering Cancer Society $1,623 Nonprofit Direct Media International Conde Nast Publications $1,400 Media Millard

National Wildlife Federation’s Anne Senft on Connecting With Boomers
June 13, 2007

With the online environment morphing at light speed, direct mail may seem like a stable but stagnant channel. But that’s certainly not the case for the National Wildlife Federation (NWF), a Reston, Va.-based nonprofit whose mission is to inspire Americans to protect wildlife for future generations. Anne Senft, senior director of membership marketing at the nonprofit, recently took a break from her busy schedule to explain the effect consumer trends have had on NWF’s copy, design and overall messaging strategies. Target Marketing: What key consumer factors have shaped your direct mail program recently? Anne Senft: The one that’s making us nervous is the aging of the

Nuts&Bolts: 5-minute Interview With National Wildlife Federation’s Anne Senft
June 1, 2007

With the online environment morphing at light speed, direct mail may seem like a stable but stagnant channel. But that’s certainly not the case for the National Wildlife Federation (NWF), a Reston, Va.-based nonprofit whose mission is to inspire Americans to protect wildlife for future generations. Anne Senft, senior director of membership marketing at the nonprofit, recently took a break from her busy schedule to explain the effect consumer trends have had on NWF’s copy, design and overall messaging strategies. Target Marketing: What key consumer factors have shaped your direct mail program recently? Anne Senft: The one that’s making us nervous is the aging of the

Blockbuster Direct Mail 2004 Axel Andersson Grand Controls
April 1, 2005

The following is the full list of Grand Controls identified by the Who's Mailing What! Archive as having been mailed for three years or more during the past decade (1995-2004). For more information on any of these mailings, contact Archive Director Paul Bobnak, at (215) 238-5225. Or, to order access to the entire direct mail library of mailings received by the Archive between 1994 and the present, visit www.whosmailingwhat.com. AARP Membership Registration Archive Code: 571AMASRP0604Z AARP Membership Card Archive Code: 571AMASRP0397A AARP Certificate of Admission Archive Code: 573AMASRP1095AZ Advertising Age Year/$69.95 Archive Code: 205ADAGEM0799Z Air & Space 5 + 1

Build a Responsive E-mail Housefile
May 1, 2002

Bring some creativity to the task, but keep your direct marketing roots in mind. By Kim MacPherson By now, you know that marketing with e-mail—particularly to your own list of leads and customers—can be quite profitable. After all, cross-selling and upselling to an existing base of warm eyeballs is easier and less expensive than trying to acquire new leads and customers cold. The challenge is to build a list of people who will be receptive to your offers. And "challenge" is the key word, because just about every traditional direct marketer with an online presence is collecting e-mail addresses in some way.