Christopher Reeve Paralysis Foundation
Throughout the year, holidays such as Christmas, Thanksgiving and the Fourth of July routinely provide fundraisers with an opportunity to mail-themed promotions to a celebratory and perhaps more generous audience. The end of summer is nearly devoid of such events, though the Christopher Reeve Paralysis Foundation has a unique reason to celebrate, as well as to reach out for donations, during this otherwise quiet time: the 50th birthday of its famous founder. Adorned with illustrated ribbons and confetti, the 5-1/4" x 7-1/4" package acts as an invitation of sorts for the September 25th event. The letter, penned by Christopher's wife Dana, asks recipients to "participate in a special birthday surprise" by making a donation to the foundation, a present "that would surprise and delight Chris, more than anything else in the world." In addition to making a gift along the donation ask ladder of $10/$25/$50/$100/$250/other, recipients are prompted to sign and return an enclosed birthday card for Reeve.
National Women's History Museum
The charter package from the National Women's History Museum relies heavily on two envelope-opening teasers, a charter membership card and a historically pivotal spokesperson. Sally Ride made history in 1983 as the first American woman in space, and her fame and name add heft to the letter and return address. The pitch letter appeals to readers' indignation with a brief inventory of women's accomplishments long neglected by the history books. Curiously, though, it omits any mention of Dr. Ride's own personal accomplishments, and relies solely on recognition of her name. In contrast, the importance of the membership card is boldly stated: "This Card Will Change History. And It's Yours!" Founded in 1996, the museum has so far designed the national traveling exhibition "Rights for Women" and other "virtual exhibitions" for its Web site. Planned for the nation's capital, the permanent home will be built and funded solely through private donations. To that end, the mail piece solicits charter memberships with a donation ask ladder of $25/$35/$50/$100/$500/$1,000/other, and promises name recognition and a newsletter in return
Cabela's Corporate Outfitter
For Fall 2002, hunting cataloger Cabela's is seeking to widen its status as "The World's Foremost Outfitter" by entering into the corporate sales line of business. The Cabela's Corporate Outfitter catalog encroaches on the territory of two high-volume mailers that are already formidable presences in the category: L.L. Bean Corporate Sales and Lands' End Corporate Sales, both of which offer casual clothing like knit polo and oxford shirts customized with corporate logos. Cabela's, too, focuses on its line of casual clothing when targeting businesses, and mostly keeps away from its serious hunting equipment. Notable exceptions appear towards the back of the book, and include Buck Knives (pocketsize Swiss-Army style knives billed as "Razor-Sharp Ways to Highlight Your Logo"), the Casual Camo Collection, and Shooting Shirts. Because one might wonder what type of company might put their logo on khaki shirts and safety orange hunting caps, Cabela's displays the apparel with a sample logo from the Bunker Hill Hunting Resort.
The direct mail pieces appearing in Mail Stream are tracked and analyzed by Paradysz Matera, New York, through its online competitive direct mail and e-mail tracking tool MarketRelevance. Located at:www.MarketRelevance.com
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