Postcard Works to Boost Hurricane Relief

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A direct mailer is donating the mailing of a public service postcard to millions of households to raise money for the American Red Cross's Hurricane Katrina relief fund.

RSVP Publications Inc., Clearwater, FL, is using the American Red Cross postcards developed by The Ad Council to raise what executives with the company hope to be a significant amount.

"Our public responds to our survey cards, so I think the response will be significant," said Lawrence Golden, executive vice president of RSVP, a cooperative network with franchisees in 100 metropolitan markets that mail full-color promotional postcards in clear envelopes to upscale households.

In addition, RSVP and its franchises are donating $25,000 to the American Red Cross today. RSVP raised the relief funds after sending a broadcast fax to its franchisees after the hurricane.

"This is the first time we have ever made such a request," Golden wrote in the fax. "These are challenging times when we as successful Americans need to help our fellow Americans."

Meanwhile, the roughly $20,000 cost of printing and mailing the cards, plus advertising worth about $240,000, is being donated by RSVP, its franchisees and its key vendor, promotional printing firm Outlook Group, Neenah, WI.

The postcards will mail in 40 of RSVP's markets, which reach about 5 million consumers, over the next few weeks.

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