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A mailing for a cultural institution yet to be built came across my desk in various incarnations during the past two years: The Martin Luther King, Jr. National Memorial, which is almost set to begin construction. It, too, makes the premium offer of having a donor's name become part of the institution's history-here called the Founder's Roll of Honor-in its 6" x 9" package. The premium is promoted as an "invitation"-the outer reads, "Enclosed: A Special Invitation." Besides the letter and reply form that position the premiums prominently, the attractive brochure gives plenty of copy and imagery space to the other premiums as well, including a limited edition photograph and speech, a special "Build a Dream" wristband, along with an enamel foundation lapel pin (Archive code #602-706021-0901).
After the efforts above, the next two seem rather mean in their premium offers, even though they're simply on the level of most wildlife-oriented nonprofits. The Civil War Preservation Trust sends out an exhaustive letter with nary a mention of its premium until the last page. It turns out to be a member's only cap, which apparently the nonprofit deemed worthy of a large picture on the reply form as well as the #10 outer and one side of its buckslip (Archive code #602-699647-0901).
Lastly, the National Baseball Hall of Fame and Museum uses a very short letter perfed to a reply form inside its #10 envelope. The premiums are quickly summed up in one paragraph, don't show up on the reply form but do get their own buckslip. New members will receive the book "Baseball As America" along with a personalized membership card (Archive code #576-176762-0901).
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Secrets of Direct Marketing Testing
PURLs for Profit
