The British Keep Coming
Next, an apparel and house wares retailer based in the UK, debuted stateside with its US Launch Edition of the NextDirect.com print catalog. The inside cover offers a bit of background behind the company, detailing its 25 year history and noting the 500 store locations throughout the UK. The 84-page catalog presents a table of contents listing apparel for women and children, newborn and up. Products include a women's Black Sequin Jacket ($128), the Signature Vintage Party Dress ($93 - $104) for girls ages three to 16 years, and the Dinosaur Top and Camouflage Trousers ($24) for newborn boys. A sweepstakes for a $1,000 shopping spree is also promoted, directing recipients to visit the website.

National Jewish Health Simulates Asthma
Health care nonprofit National Jewish Health (formerly National Jewish Medical and Research Center) recently promoted its new fundraising project, Fund to Cure Asthma. The research institute graphically illustrates the effects of asthma with its 5" x 8" package. In addition to showing the size of normal vs. constricted bronchial tubes on the exterior of the envelope, an enclosed insert has two holes (one large, one small). Recipients are encouraged to try breathing through the small hole to simulate the experience of an asthma attack. Copy asks "Which would YOU rather breathe through? What if your life depended on it?" The back of the insert outlines the goals and accomplishments of the Fund to Cure Asthma, including the history of the hospital, "named America's top respiratory hospital by U.S. News & World Report for the past 12 years in a row." The enclosed letter provides a brief story on a young victim of asthma who after no success with specialists in her area, came to National Jewish Health in Denver and now feels like she has "been released from jail." The ask ladder is set at $18/$36/$54/$72/other, consistent with another recent promotion from the group that does not specifically focus on its asthma campaign. Donations can be made by mail or online.

Planned Parenthood Offers Bracelet Premium
Planned Parenthood Federation of America mailed a fundraising promotion that offers a unique new bracelet premium. The front of the 5" x 11½" package reads "Access = Choice," next to a picture of the gift and "Become a Guardian of Choice and we'll send you this bracelet." The entire ask ladder is $20/$25/$50/$100/other; $25+ donors are rewarded with the jewelry. An insert further promotes the limited edition members-only bracelet and also underscores some of the key concerns of Planned Parenthood. The letter begins "Freedom of choice is now a seriously endangered right." It lays out the group's mission, stressing the importance of member involvement. Donations can be made by mail or online.

The direct mail promotions appearing in Mail Stream are tracked and written up by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: ParadyszMatera.com.