Mail Stream: A Report on Incoming Direct Mail
By Paradysz Matera and Direct Newsline
Direct Newsline – a daily marketing newsletter
May 31 2004
Two recent direct mail fundraising packages from the New York Restoration Project featured improvements inside and out designed to better involve recipients with the organization’s cause.
The organization founded by entertainer Bette Midler to beautify New York City’s parks and waterways, The New York Restoration Project (NYRP), recently made a few subtle enhancements of its own. Two recent direct mail fundraising packages featured improvements inside and out designed to better involve recipients with the organization’s cause, and move them to donate. Both mail pieces add the personal touch of “R.S.V.P.” to a plain-looking package that is very similar to the control, and bears the name of the “Beaches” actress in the return address area next to a flower logo. Both packages also add a teaser on the reverse: “Photos Enclosed: Do Not Bend” on one, and the same message concerning notecards on the other. The “photo” package holds postcards that show past NYRP successes. While these cards have been used in the past, they have changed from black-and-white to color, and one forgoes descriptive copy on its back so that it can be sent to a friend. (A “Place Stamp Here” graphic encourages this.) Previously, all cards were meant as keepsakes. The slightly larger “notecard” package holds three full color greeting cards depicting three renovated, blooming parks (Fort Tryon, Fort Washington and Highbridge). These blank cards are intended to be sent to friends, not only involving the potential donor but also spreading word of the organization’s successes. Both packages request donations with the same ask ladder, $35/$50/$100/$250/$500/$1,250/other, a slight dip from a series of packages which increased the intro ask amount to $40. The order form in both packages is greatly expanded as well, with color photos showing exactly what each level buys: from $35 for “50 beautiful bulbs” to $1,250 for membership in “Bette’s Garden Club.”