Improvements Assists New Year's Resolutions
Asking, "Did you resolve to be more organized?" the home cataloger Improvements targets those millions of Americans tackling their New Year's resolution of better organization. Shoppers can start by storing their holiday decorations in an assortment of containers pictured on the cover of the January 2006 edition. The "off-season storage solutions" are designed to protect wreaths, ornaments and even wrapping paper and bows. Prices range from $12.99 for an outdoor decor storage bag to $99.99 for a TreeKeeper Christmas tree bag. The theme runs throughout much of the 76-page catalog with spreads like "How to fix a cluttered bathroom," "Don't cave in to kitchen clutter," and "Storage problem-solvers you can use in every room in your house." Products include shower organizers ($49.99), mobile kitchen island carts ($199.99) and wicker magazine racks ($59.99). Orders can be placed by mail, phone, fax, or online at ImprovementsCatalog.com. The website offers a "Christmas Clearance" sale for shoppers who want to save on holiday items and promises over "1,800 quick and clever problem-solvers" sure to help with the mission of putting everything in its place.

Christopher Reeve Foundation Moves Forward With Mission
After the death of its namesake in the fall of 2004, the Christopher Reeve Paralysis Foundation has found new ways to honor the beloved actor and director in its direct mail fundraising efforts. The first promotion following his death paid tribute to the life and determination of Reeve, while the latest #10 package promises to continue his legacy and encourages all to "Go Forward." As she did in the memorial package following Reeve's death, Kathy Lewis, president and CEO of the foundation, authors the solicitation letter in place of Dana Reeve. Notably absent from any correspondence, Dana Reeve is thanked for her grace and courage as she continues to battle lung cancer. Lewis also introduces "a very special young woman, Brooke Ellison." Brooke's inspirational journey served as the story behind Christopher Reeve's final film project, "The Brooke Ellison Story." Brooke is a ventilator-dependent quadriplegic and also a magna cum laude graduate of Harvard University. She shares her thoughts of Christopher in a two-page note and stresses the importance of building on his legacy and picking up where he left off. While the organization is committed to "curing spinal cord injury by funding innovative research," the word paralysis was dropped from the logo that adorns the package and the group's website. This may have been done to include the other illnesses like Parkinson's, ALS and cardiovascular disease that benefit from the foundation's research. The Christopher Reeve Foundation offers no incentives and sets its ask ladder at $15/$25/$50/$100/$150/other.

HSBC Credit Card Offers Cash or Fly Rewards
Credit card mailers continue to utilize rewards programs with a measure of flexibility, providing a customizable experience to cardholders. A 3-3/4" x 9-1/4" package, which houses an offer and application for an HSBC MasterCard, promises to free up valuable wallet space with a card that is "four cards in one." Enclosed, a simple glossy insert deems the card as a "0% Intro APR Card," a "No Annual Fee Card," a "Cash Back Card," and a "Travel Rewards Card." The four types of cards are listed in a flow chart above a blender with an image of the HSBC MasterCard below. The reverse asks recipients to imagine what the result would be if all four cards were puréed together. The rewards program is uncomplicated. Cardholders earn 1 point for every $1 in purchases made with the card. The points are then redeemable for airline tickets (with as few as 25,000 points plus a $20 ticketing fee per ticket issued) or 1% cash back (in increments of $100). As an added enticement, HSBC offers an introductory 0% APR on purchases and balance transfers for 15 months, which rises to a 9.99% variable APR thereafter.

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