A Complete Package

A 5.5-inch-by-8.5-inch glossy buck slip features a picture and description of the bird feeder on one side and a picture and description of “Audubon” magazine on the other.

But the coolest, most useful element in the mailing is the freemium: a wallet card that recipients can use to guide them toward environmentally conscientious choices when purchasing fish. The wallet card groups fish into three categories according to their population levels: enjoy, be careful and avoid. The fish to enjoy are those that are “abundant, relatively well-managed, or the fishing methods have little effect on habitat and catch few unintended creatures.” The fish grouped in the other two categories are less well-off.