PETA

PETA is comfortably contented at the moment, at least as much as can be expected from active direct mailers, with an overall response rate of “well above 1 percent” and an average gift of $17.

“There are changes that are made every time we mail it, but [they] usually are minor, having to do with facts or figures or quotes,” Anderson notes. “The basic gist of the package hasn’t changed in 18 years, which is a shocking concept. A lot of people come to animal-rights [organizations] because of the issue of animal testing. Our package has always focused on, to a large degree, the issue of vivisection animal testing.”

Outrage, awe and inspire
Amid a four-page letter, sheet of name-and-address labels and questionnaire, PETA presents two reproductions of advertisements from Lab Animal magazine in the form of a traditional insert. One of the ads features a picture of a cuddly cat and dog, with the call-out copy: “When it Comes to Your Study, You’ll Find Our Animals Pass the Test.”