A Break From the Norm Can Convey Worth

These two elements show the wide net MoMA is trying to cast. But its desire to attract more high-dollar members seems clear from the also off-white “Membership Acceptance” form, whose style and layout convey the feeling that membership is acceptance into an elite club. Rather than the usual thin reply device that affords little room for copy and results in an ask crammed in with an ask string and other necessary donation information, this Membership Acceptance spreads itself out on the entire 6.5-inch-by-10-inch form. The organization’s name and “Membership Acceptance” are at the top, the prospect’s return address and the affirmative ask — “Yes, I want to be part of MoMA during the exciting year ahead! … — follow, then the ask string of $75, $120, $150, $300 and other and payment information. At the bottom of the form also is an e-mail opt-in check box.