Vietnam Veterans Memorial Fund learns that premiums have to reflect the mission.

By Abny Santicola

According to Youngbar, response to the mailing had fallen off and, two years ago, VVMF decided to test a new idea against the control — a mailing with an ornament premium rather than note cards.

“Most premiums can get stale, so we want to keep things fresh in the mail,” Youngbar says.

The ornament test was mailed in a slightly larger, 6-inch-by-81⁄4-inch outer envelope and included a 51⁄2-inch-by-7-inch reply; a BRE; a 7-inch-by-11-inch double-sided letter; and a 5-inch-by-8-inch bounce back with a tipped-on, silver ornament showing the image of three soldiers. The ornament was visible from the outer via a round poly window.