What’s the Big Deal?
Donors are more likely to remember one bad impression than all the jazzy details you tout in your direct-mail campaigns.
The renewal series I’ve been monitoring is using this same strategy with a sequence of physical pre- and post-mailings around a Big Deal package.
Building the anticipation
The pre-package before the Big Deal arrived on Jan. 2 — a No. 10 with a color photograph on the outer and a teaser announcing, “Your Official 2008 Membership Kit is Coming!” On the back of the outer, an image of a membership card is accompanied by a list of what the kit will include. Inside, a letter alerts me that, “I am sending you a very special gift next week for being such a loyal, steadfast friend … The Members Only 2008 Member Kit!”
- People:
- Kimberly Seville
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