People For The American Way

When you think about personalization, you think of mailings that call prospects by name, right? This mailing from People for the American Way takes that concept to a new place. Inside the 6-inch-by-9-inch manila-colored envelope that teases the “2006 Action Plan Enclosed” are elements that call the organization’s President Ralph G. Neas by name. For example, the call to action on the 5.5-inch-by-8.5-inch reply device reads, “YES, RALPH! I’m still with you. …” The first page of the eight-page, 8.5-inch-by-11-inch action plan — faux red-stamped “Confidential” at the top — includes a faux handwritten message in the Johnson box area that reads, “Our 2006