Anatomy of a Direct Mail Control: International Campaign for Tibet
A long-time winning direct mail campaign calls on freedom-loving citizens to make a difference in the lives of others.
Mailer Name: International Campaign for Tibet
Date Mailed: November 2009 to June 2016
For almost 30 years, this group has advocated for the self-determination of Tibetans. Its work has largely centered on promoting their human rights, survival of their culture and negotiations with the Chinese government.
A previous Grand Control direct mail package (in the mail for over 3 years) used a Tibetan flag sticker to stir outrage against repression. It balanced that emotion with a lift note from the Dalai Lama urging peace, with freedom and democracy.
This effort was also mailed in a 6”x9” envelope. It included the lift note until 2015, when it was replaced by a much shorter quote from the Dalai Lama.
Its four-page letter is very similar to the previous effort. After listing Chinese actions against Tibet, it asks for help in affirming religious and cultural freedom. To that end, to “make a difference,” it includes a petition to the secretary of state of the U.S.
It’s the involvement device that marks the biggest change between the two direct mail campaigns. This one includes a pack of Tibetan prayer flags. Tibetans hang them for a variety of reasons, the letter says, when praying.
But their inclusion here is meant to symbolize the Tibetans’ struggle. And to make the connection, donors are asked to fly them.
A plea from one of the world’s most respected voices can add power to any appeal.