Delivered: ASPCA Mailers

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What's in our mailbox this month: Mailers from ASPCA. Some are purrrr-fect, others are for the dogs.

ASPCA's Winter 2014 mailer—ASPCA Action, the organization's member magazine—is the cat's meow. The cover story, “Lobbying for Animals,” is certain to pique the interest of readers, and the oversized feline scaling the Washington Monument that complements the article helps draw in readers. The contents include animal news, stories, tips, and a clear call-to-action on the back cover—all of which bring readers closer to the organization's cause and help to drive future action.


ASPCA's We Are Their Voice piece speaks volumes. Five 5”x8” photos of rescued animals—each citing different ways to help ASPCA's various efforts on the back—will have recipients making a beeline for their checkbooks to donate. The included letter banally  addressed to “Friend of the Animals” slightly detracts from the mailer, which is redeemed by a bookmark attached to the donation card—a clever way to get recipients to engage with it. Overall, it's a doggone good piece of direct mail.


The membership renewal mailer from ASPCA is typical. The S.A.S.E. and the offer of a free magazine with a renewal gift of $25 or more is generous and the layout is simple, but there's still some monkey business going on inside. It's addressed to “Friend of ASPCA,” which is a faux pas when encouraging members to renew—especially considering the recipient's name is printed on the enclosed membership card. That said, including the membership card is a potentially effective way to encourage renewals.


The second-attempt membership renewal mailer from ASPCA is for the birds. Much smaller than its brethren and the only piece that didn't arrive in an orange envelope, the front uses a sad dog and the question “Who Cares?” to guilt the recipient into renewing her membership. And to show it means business, the ASPCA personalized the enclosed letter—something the organization failed to do in its other mailings. Also, the renewal form answers the initial question with “You do.” further encouraging renewal.


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