Thursday, September 24, 2009

Charitable giving must not be punished!

Labels: DMA Nonprofit Federation

posted by Tally at 4:25 PM   0 comments

Wednesday, September 23, 2009

Retro is in at ALA

In the New York Times last week there was an article addressing the effects of this economic downturn and how it’s generated a trend of innovative, or if you will, retro thinking. Volkswagen featuring the 1964 Beetle in commercials and Nationwide Insurance resurrecting its “Nationwide is on your side” catchphrase are examples.

American Lung Association is no exception. In an effort to stem the decrease in donations ALA is interjecting modern flair into their century old Christmas Seals promotions. This popular promo, which mailed millions of decorative stamp-sized seals for Xmas card envelopes, was extremely successful over the decades up until the early 90s. Coinciding TV spots included A-List celebrity endorsers such as John Wayne and Gary Cooper. However, as ALA’s original mission of fighting tuberculosis expanded to include contemporary respiratory threats such as air pollution and smoking, their Christmas Seals promo remained relatively unchanged. Though Wayne and Cooper aren’t with us anymore, in the new TV spot a modern actor is shown lighting a gas lamp which goes into freeze frame then morphs into a seal, the exact seal from decades earlier and as a voice intones. “In 1946, the American Lung Association added clear skies to America’s Christmas wishes” as the seal is pressed onto to an envelope the voiceover continues, “For over 100 years your gifts to Christmas Seals have helped us fight for healthy lungs and air. Celebrate another year.”

The average direct mail donor to Xmas Seals ALA is 68 year old females. Only 10% of respondents aged 25-34 said they were “very familiar” with Xmas Seals. Compared to nearly half of those over 65.

ALA’s hoping to create more awareness in the younger audience by putting this ad, and other new retro ads, not only on TV but on-line with a Facebook application for sending virtual Xmas Seals to friends.

Real innovative thinking from a time past. Here’s to its success.

Labels: client, direct mail, fundraising

posted by Rich Leary at 11:30 AM   0 comments

Desperately seeking positive PR!

From an industry that is constantly getting bad press, and is truly misunderstood, it is nice to see a writer from the Chicago Tribune putting a positive spin on a full mailbox.

It would be wonderful if the article also included how many people are employed by the “junk mail” industry. But for now I will accept the positive words in the press.

Labels: press

posted by Tally at 11:13 AM   0 comments

Tuesday, September 22, 2009

Fall Fun from Arbor Day

Labels: Arbor day, client, fall

posted by Alan Yu at 11:45 AM   0 comments

Wednesday, September 2, 2009

Direct mail: now good for foreign relations too

The USPS potentially may be directly delivering mail to Cuba after a near 50 year hiatus, this according to a story by the Associated Press. It looks like an attempt is being made by the Obama administration to bring back mail delivery from the U.S. to the communist island nation. Since 1963, all mail to and from Cuba has gone through a third country.

Talks are scheduled to resume later this month in hopes of changing that. It is all an attempt to ease tensions between the two nations. Discussions will also take place on the issue of legal immigration from Cuba to the United States.

Seems as the Cuban government has been sensitive over what types of materials might be sent to the island nation from the U.S. I am not quite sure how a Land’s End catalog, or an offer from Gevalia could be deemed sensitive, but then again, I guess that is why I am a list broker and not the head of a communist country.

In all seriousness, these types of conversations can only bring good things to both nations. You have to learn to walk before you run, and that begins with a few simple steps. Perhaps, opening up of mail delivery is that first little step. It also wouldn’t hurt some marketers in opening up a new audience to their wares and services ☺.

Labels: direct mail, international

posted by Michael Kertelits at 10:11 PM   0 comments

5 day mail delivery?

Labels: postal regulation

posted by Kathy Duggan-Josephs at 9:35 AM   0 comments