Anatomy of a Control: Keep It Simple
The mailing includes two traditional brochures — both long and thin, in color, printed front and back on coated paper.
- Brochure #1: One side reassures the donor that 84 cents out of every dollar goes to conservation programs, while the other side describes everyday actions the donor can take to help the planet.
- Brochure #2: Here’s where it talks about the WWF umbrella premium — the “thank you” gift for helping the world.
There’s also a curious third brochure included — that ubiquitous “freemium” found in so many fundraising mailings, the personalized return-address stamp sheet with the donor’s name and address, along with the little WWF panda logo that can be affixed to the upper left corner of outgoing envelopes.
The top of the stamp sheet is the “turnaround document” — the addressing piece that is also the “Emergency Gift Reply Form.”
Like the DAV effort, it asks for specific dollar amounts:
__OTHER __$1000 __$500 __$250 __$100 __$50 __$25 __$15 __$10
The $15 amount has a hand-scrawled circle around it with a handwritten note that says “Send $15 or more and receive your FREE WWF umbrella!”
The back of this piece has two parts. The top is the legal copy that tells the donor how to get a copy of WWF registration and financial information on a state-by-state basis. Where many fundraisers are loath to open their books, WWF is clearly happy and proud to do so.
At the bottom: “10 Reasons Why Your WWF Donation is a GREAT Investment,” which outlines success stories that include the creation of Anuisky National Park, completion of the Trinational Chain of Parks and the National Panda Survey, etc.
These three brochures serve as the “demonstrator” — that additional member of the sales team that says to the reader, “See, everything the writer of the letter says is true!”