In the deluge of April mail by nonprofits, two mailings initially stood out thanks to their outers, and proved, upon further reading to have a very similar-sounding note in their messages. Across the front of the #11 envelope mailed by the National Breast Cancer Coalition (Archive code #604-179418-1004) is "stopbreastcancer.org" (their website) — it's then repeated 3 times, each one shrinking and fading into the background.
On a pink background, there's a stark declaration: "Pink ribbons are not enough." At first, I thought it may have been a bit of a dig at the Susan G. Komen for the Cure Foundation, credited by some with introducing the use of the pink ribbon for raising awareness of breast cancer.
The two-page letter, however, offers some reassurance. While not criticizing such efforts directly, it says, "it is time to take this life-and-death battle to the next level." Noting that "Going backward is simply not an option," the letter goes on to spell out how the NBCC's Center for Advocacy Training helps to secure funding for research and more access to care — all work supported by donations. The reply form repeats the point: "we must ... take the fight beyond pink ribbons."
Like NBCC, a mailing by the American Society for the Prevention of Cruelty to Animals (ASPCA) (Archive code #610-172762-1004A) lets you know what it's all about upfront on the #10 outer: "Moving beyond emotion to action." Mailed to an ASPCA member, the letter and tri-fold insert detail how the organization has had an impact in combating animal cruelty, and its determination to "keep moving forward" with expanded campaigns. Because of that record, the donor is asked to make the connection between his emotion (anger) and action, once again by making another gift.
Red Hot Investment Newsletters
"Greed," in the words of Wall Street's antagonist Gordon Gekko, "is good." For the publishers of financial newsletters, an appeal to this emotion has been very, very good, and April's mail was no exception. The teaser on the 6" x 9" outer for The Kolber Report (Archive code #270-718060-1004) is in red type: "WARNING: Unless you are already wealthy, please don't open this letter!" Although there is a subscription form on the second page of the unsigned letter, much of it, as well as the entire eight-page insert, are all about making the prospect aware of an investment opportunity — a lithium mining company. In the course of selling this advisory service, other copy drivers are brought in, including flattery, envy and exclusivity.
The 10" x 13-3/4" magalog for the Roen Financial Report (Archive code #270-718061-1004) also largely promotes an energy company stock, whetting the investor's appetite for more potential bargains and maybe "545%+ profits." But in an interesting twist, this effort also includes some real "steak" along with all of the abundant sizzle. A bonus DVD, stuck into a 7" x 7-3/4" sleeve, includes some analysis by the report's editor and the energy company's CEO.
Paul Bobnak is the director of the Who's Mailing What! Archive and research director of DirectMarketingIQ.
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