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.
Freemiums and premiums
Freemium No. 1: An evocative 3-inch-by-7-inch photograph of a couple hiking next to a giant Sequoia tree. On the back is a handwritten note that reinforces the fear, anger and guilt of the letter: ‘The mighty Sequoia have lasted for over 3,500 years. Don’t let them be destroyed in just four years of the George W. Bush Administration — please join the fight and the Sierra Club today!”
- 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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