Anatomy of a Control: Keep It Simple

The brochures
The mailing includes two traditional brochures — both long and thin, in color, printed front and back on coated paper.

• Brochure #1: One side reassures the donor that 84 cents out of every dollar goes to conservation programs, while the other side describes everyday actions the donor can take to help the planet.

• Brochure #2: Here’s where it talks about the WWF umbrella premium — the “thank you” gift for helping the world.

There’s also a curious third brochure included — that ubiquitous “freemium” found in so many fundraising mailings, the personalized return-address stamp sheet with the donor’s name and address, along with the little WWF panda logo that can be affixed to the upper left corner of outgoing envelopes.