A Complete Package
I’ve seen this mailing from the National Audubon Society in the stacks of mail I’ve pored through each month since taking on the task of writing this feature more times than I can count. And every time, it’s stands out because it makes joining the National Audubon Society seem like Christmas all over again.
First, the 6-inch-by-9-inch full-color, glossy outer envelope announces that inside the mailing are details about a free bird feeder, and displays a picture of said gift. The 5.5-inch-by-8.5-inch reply slip features a detachable, cardboard, personalized temporary Audubon membership card. Copy next to the card informs recipients that a gift of as little as $15 entitles them to all the benefits of membership and the free bird feeder. The benefits of membership are listed on the back of the reply, including a subscription to “Audubon” magazine, and access to Audubon camps, workshops and travel opportunities.
A 5.5-inch-by-8.5-inch glossy buck slip features a picture and description of the bird feeder on one side and a picture and description of “Audubon” magazine on the other.
But the coolest, most useful element in the mailing is the freemium: a wallet card that recipients can use to guide them toward environmentally conscientious choices when purchasing fish. The wallet card groups fish into three categories according to their population levels: enjoy, be careful and avoid. The fish to enjoy are those that are “abundant, relatively well-managed, or the fishing methods have little effect on habitat and catch few unintended creatures.” The fish grouped in the other two categories are less well-off.
The four-page 8.5-inch-by-11-inch letter explains the inclusion of this guide. The letter begins, “Dear Friend, You’re probably wondering what a seafood guide is doing in an Audubon letter. After all, isn’t Audubon the group that protects birds?” The letter continues to explain that the seafood guide will help members avoid purchasing fish whose populations are extremely depleted — a solid choice for the environment as a whole. The letter leaps from this entry to explain that protecting birds means protecting other habitats, and spotlights the extent of the society’s conservation work.
A three-paragraph, 5.5-inch-by-8.5-inch folded lift note from NAS’ president reiterates consumers’ need for the information Audubon provides in the seafood guide and other resources, and Audubon’s need for recipients’ financial support.
It’s a hefty mailing, between the benefits offered and its solid message. Granted, the National Audubon Society has the good financial fortune — which many small organizations don’t have — to be able to offer so many benefits. But kudos are still due for a direct-mail package that does a great job pulling all of these elements together and connecting them to its mission and brand.
THIS MAILING is available in digital form at the special price of $24.95. To order it, click on the package to be directed to our order form that contains other special offers on Archive mailings.