In Direct Mail Fundraising: Membership Has Its Privileges

By Kimberly Seville

What to do with the card?

"Please keep it as a reminder of the important role you've played …" "You can keep your partner card with you to let others know that you are taking action …" "Inside this package you'll find your personalized Membership Card for 2012 that I hope you will carry with you proudly." "Keep the card as a reminder of your commitment …" "Carry Your 2012 Card with Purpose." "Carry Your Card Proudly!" "PLEASE VALIDATE YOUR CARD TODAY BY SIGNING IT."

Many mailers indicated they sent the card in anticipation of my renewal but didn't tell me what to do with it. Some said nothing about the card at all.

But there were two genuine standouts: The American Society for the Prevention of Cruelty to Animals (ASPCA) and DAV.

ASPCA's four-page letter didn't mention the card at all. But on the reply beside the card, copy read, "Please complete the information on the back of your membership card and carry it with you at all times." On the back of the card, it read, "IMPORTANT NOTICE: PLEASE HELP MY PETS. I have pets in my home waiting for me. If for any reason I am unable to return home to care for my pets, please notify the following:"

This is one of those direct-mail moments when we call upon the willing suspension of disbelief, because if a law enforcement officer, rescue worker or medical professional is rifling through my wallet looking for emergency contact information, I'm pretty sure he's going to bypass my ASPCA membership card.

But kudos to ASPCA for giving the card more than the standard "carry it with pride" purposelessness.

A winning letter

DAV's package didn't tell me anything new to do with the card, but the letter rocks.