Dear Diary

This mailing from the Humane Society of the United States employs a unique freemium of a diary, but keeps it anything but secret. Written in maroon on the white 4.5-inch-by-8.5-inch outer is the teaser, “The enclosed FREE GIFT will help you throughout your day!” Inside the mailing — sent to HSUS members — is a 3.5-inch-by-7-inch reply device, a BRE, the 4-inch-by-6-inch four-color diary and a 7.25-inch-by-10.25-inch four-page letter.

The paperback-weight cover of the diary has an adorable illustration of a puppy and kitten sleeping cheek to cheek. Inside are blank diary pages, as well as a mini-calendar and address-book pages. On the back side of the diary are listed “7 Steps to a Happier Pet,” which include preparing for disasters, planning for your pet’s future and avoiding dog bites. Aside from being a unique choice of freemium — unlike address labels, which constituents mail away, a diary is something kept and used in the most personal of moments.

The letter also conveys a gentle tone. While it’s not personalized, it talks to donors in a familiar way, thanking them for their past support: “Yes! This HSUS Diary is exclusive! And it’s just for you! Why? Because you are such a special person! And you have such a special love for the animals. For that reason, all of us here at The HSUS Headquarters are forwarding this gift to you as our way of saying ‘Thank You.’”

The letter later states that while the organization would like the recipient to send in a donation, they can keep the diary, no strings attached, whether they do or not. This unique gift alongside HSUS’ grateful copy gives this mailing a soft, yet potent ask.

THIS MAILING is available in digital form at the special price of $24.95. To order it, click on the package to be directed to our order form that contains other special offers on Archive mailings.