A Missed Opportunity

The other side of the insert features the headline, “The National Archives Belongs to You” and lists the member benefits by each level of membership, e.g., patron ($50), family ($75), advocate ($125).

This is a great addition to the mailing. It includes the organization’s name, brands it well and communicates the benefits of membership more fully than any of the other elements. It would be an excellent piece for recipients to hang on to, if only it included contact information — even just the URL for the organization’s Web site. Why create such a great element that gives recipients every reason why they’d want to be a member of the Foundation for the National Archives, but no direction for how they can do this if, say, this element somehow gets separated from the reply device?