Anatomy of a Control: Sierra Club Packs It In
Century-old environmental organization sweetens its DM pot with an impressive mix of freebies and other extras.
This package with its tzimmes of elements — all of which look very different from each other — is the exact opposite of the simple St. Jude effort from Marlo Thomas that was highlighted in the last issue of FundRaising Success. Why all these many elements? In his classic Secrets of Successful Direct Mail, the late Dick Benson wrote: “Adding elements to a mailing package, even though obviously adding cost, is more likely to pay out than cheapening the package.
- Companies:
- Denny Hatch Associates Inc.
- Sierra Club
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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