And the Winners Are …

"Beside the lapel pin, membership card, signed print and DVD collection back-end offers," she says, "the naming opportunity is the real heart of the museum's offer, and it's irresistible — especially when presented so well."

The most important part of the package, Baar says, was deciding to whom it should be sent, noting that the new donation model (as opposed to membership benefits) allowed the museum to think outside of its immediate 'hood — Philadelphia — and attempt to gain supporters on a national level. So the mailing was divided into two segments: primary (Philadelphia area) and national.