Creating Soldiers of the Sea
With this mailing, the Ocean Conservancy isn’t just presenting its mission, educating donors and asking for donations, it’s creating activists — “soldiers of the sea,” if you will.
Sent in a 6-inch-by-9-inch four-color outer with a picture of a whale splashing in the sea, the mailing includes a sheet of personalized name and address labels, an “Advocate for wild, healthy oceans” decal and an offer of an Ocean Conservancy windbreaker — along with membership to the organization — with a gift of $15 or more.
But the Ocean Conservancy doesn’t just give prospects the tools to pass on its brand and message; it educates them at every point. For example, on the back of the 3.5-inch-by-7-inch four-color, glossy insert that details the windbreaker offer is information on “What More You Can Do,” listing things such as conserving the amount of water you use at home and reducing the amount of trash you create. On the back of the decal is a brief, three-paragraph write-up on ways people can help protect ocean life. And on the back of the sheet of address labels is another “What More You Can Do” write-up, this one suggesting things such as keeping chemicals out of drains and storm sewers, keeping trash out of the ocean and using softer cleaning substances such as baking soda and vinegar in place of bleach and ammonia. And I haven’t even mentioned the letter yet, where the organization lays out the problems facing oceans and the work it does to protect them, ways donations help and the benefits of membership.
This is a powerful combination of elements that engage and educate prospects. The Ocean Conservancy gives recipients the tools to generate further awareness for the organization, educates them on ways they can personally act and shows them how their support of the Ocean Conservancy is vital.