A Break From the Norm Can Convey Worth

Sent in a 4-inch-by-7.5-inch off-white, invitation-style outer envelope, it bears a live stamp and, just above the MoMA return address, the line, “Agnes Gund, President Emerita.” Announcing that it’s a personal invite from MoMA’s president from the start makes the mailing scream “high touch.”

The double-sided letter also is on the same off-white paper and mixes the budget and elite benefits by explaining that members will receive free admission (budget) to its new, Dada exhibit (elite). And the 3.5-inch-by-7-inch glossy, four-panel “Membership Benefits” brochure shows the different levels of membership to the museum, which range from individual ($75), supporting ($500), benefactor ($2,500) and major benefactor ($10,000).