Anatomy of a Direct Mail Control: International Campaign for Tibet

Its four-page letter is very similar to the previous effort. After listing Chinese actions against Tibet, it asks for help in affirming religious and cultural freedom. To that end, to “make a difference,” it includes a petition to the secretary of state of the U.S.

It’s the involvement device that marks the biggest change between the two direct mail campaigns. This one includes a pack of Tibetan prayer flags. Tibetans hang them for a variety of reasons, the letter says, when praying.