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Tag Archives: Salvation Army

How not to localize direct mail

Your personalization vendor has a great idea: add variable fields to localize direct mail by mentioning the reader’s geographical location. This is especially effective if you’re a national brand and you want to connect with prospects on a grassroots level. Hence this month’s example from the Salvation Army: The biggest problem with this effort is […]

Then and now: Planned Giving with the Salvation Army

25 years ago I wrote a planned giving direct mail program for the Salvation Army. I recently received the current rendition of the same ask, and it was fascinating to see what has changed and what hasn’t. I’ve reproduced the letters from the two packages, which contain the key message, and you can read them […]

Salvation Army shows the perils of localized donor mail

I gave a fair-sized gift to my local Salvation Army this past holiday season, and was happy to do so. (I wanted a particularly enthusiastic bell ringer to get credit, so I found out his name, wrote it on the check, and dropped it off at the local center.) Inevitably, this has spawned a series […]

Who else wants to see their FICO score? (and other mailbox mysteries)

This credit card promo from Chase caused me to fire up the mailbox monitor. The premise is that you get a free monthly FICO report with the Chase Slate card. My household has been carpet bombed with these packages recently, both my wife and I receiving multiple mailings sometimes on the same day. There are […]

Does “made you look” strategy work for fundraisers?

I got a Christmas card this week from Chris Thomas—or so I thought. I was intrigued by the seasonal address sticker and wondered who I knew in El Segundo, a community near LAX notorious for its predatory speed traps. I opened it up…and there was the familiar tent card invitation from DirecTV, which indeed has […]

Headline Horrors (outer envelope teasers that don’t)

It’s been far too long since we’ve visited the Badvertising Hall of Shame… that corridor of horrors where unfortunate marketers teach us by example what NOT to do. Let’s begin with this outer envelope teaser from Fresh Air Fund. This is a seasonal appeal I used to struggle with when doing work for Salvation Army… […]

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