Anatomy of a Direct Mail Control: The National World War II Museum

A direct mail campaign bases its appeal on honoring the sacrifices of their fellow Americans.

Mailer Name: The National World War II Museum
Date Mailed: May 2015 to November 2016

Founded originally as the D-Day Museum in 2000, the U.S. Congress designated it as the country’s official World War II museum in 2003. Almost from the beginning, The National World War II Museum has relied on two factors to drive membership with its direct mail.

First, it has a big celebrity in its corner … literally. Former NBC News anchor Tom Brokaw, the chronicler of “The Greatest Generation,” endorses the museum. His name appears in the corner card of the No. 11 outer envelope. And his lift note is included in the package.

Second, it wants donors to focus on the stories of Americans who contributed to the effort to win World War II. These accounts cover many years and all fronts of the war.

The teaser uses a little personalization to get attention. It asks the recipient if a member of their family served in the war.

The four-page letter details the expansion of the museum that’s underway, and how donating will help it tell more stories. It ties the participation of one’s families—regardless of how they served—to the defense of America and its freedoms.

A tri-panel insert shows the museum on its front. Inside, copy and additional images talk about its mission, including educational activities. It also includes quotes from famous Americans praising the museum’s goals.

The Takeaway
Patriotism may be an underutilized motivator of action for a good reason. Be careful not to alienate or offend part of your potential target audience.