Connecting Donor to Mission
This mailing from the United Synagogue of Conservative Judaism puts all its cards on the table on the outer envelope. The white No. 10 has the USCJ return address in the upper left-hand corner and just below it, resting above the address box, the headline, “Strengthening Jewish continuity and our ties to Israel.” The right side of the outer shows a small image of a note pad and three thumbnail photographs of flowers in full color. Next to the note pad image and flower photographs is the teaser, “Enclosed: Your Flora of Israel Note Pad and Labels.”
Inside is a 3.5-inch-by-8.5-inch glue-bound note pad. The top sheet of the bound pad is the reply device donors can tear off and return to the organization with a donation. The page below the reply is a sheet of 15 address labels with the same full-color flower photos displayed on the outer and the name of each flower: olive, aster, anemone and iris. On the back of the sheet of labels is information on “The Flora of Israel.” Each flower pictured on the address labels and personalized pages of the note pad that follow is pictured along with a brief blurb, e.g., “Soon after the first winter rains fall in October, a green carpet grows in the valley of Israel, sprinkled with red, white and purple anemones.”
Not only does USCJ tease the double freemium included in the mailing on the outer envelope, it shows actual pictures of the gifts included in the mailing for recipients. What’s more, the organization connects its mission and the focus of the letter — being connected to Israel — to the art it uses on these freemiums. As the letter states, “Making the Israel connection is by far the most powerful way to make, and keep, the Jewish connection …” By including freemiums with the flora of Israel, this mailing gives recipients a taste of that connection.
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