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By Margaret Battistelli Gardner

DIRECT MAIL: GRAND CONTROL OF THE YEAR

2010 Drive

Selected from the Who's Mailing What! Archive

The 2010 Drive, the latest mailing by Easter Seals to reach Grand Control status (mailed for three years or more), has a lot more going for it than mere longevity. This campaign, at first glance, resembles a previous "free gifts" effort that was the organization's control from 2000 to 2005. Let's start with the in-line produced 8.5-inch-by-9.5-inch carrier envelope. Across its front is emblazoned the prospect's name and the greeting, "ENCLOSED ARE YOUR FREE GIFTS." Inside, in addition to the letter and reply form, both campaigns have in common a cornucopia of freemiums: a sheet of name and address labels; a sheet of colorful Easter Seals flower stickers; and a pack of bookmarks, note sheets and a calendar.