Sightings: New Nonprofit Efforts for July 2010

A look at some notable fundraising direct mail promotions from MarketRelevance: National Women’s History Museum, Alaska Wilderness League, George W. Bush Presidential Center, Soaring Eagle, and Cheetah Conservation Fund.

Note: Click on any promotion graphic for a more complete view.

National Women’s History Museum Moves Forward with Mission
The National Women’s History Museum’s latest mailing is from their national spokesperson Meryl Streep, who solicits charter membership for the institution, set to be built right by the National Mall in Washington D.C.  The #10 package reads “Your Invitation to Make History,” with a window showing the enclosed temporary charter membership card.    A full color brochure explains the museum’s mission to “affirm the value of knowing women’s history and illuminating the role of women in transforming society.”  As no taxpayer dollars will go towards the museum, the organization must raise an initial $27.5 million in private funds to get things started.  The group hopes to break ground by 2015. Contributors of $25 or more (the lowest ask amount) receive a certificate of appreciation, their name listed on location at the museum, as well as the newsletter A Different Point of View.  Step-premiums are offered to higher donors, including a “Well Behaved Women Rarely Make History” button, a silver NWHM pin, and special museum privileges.

Vitals: direct mail, delivered 7/22/10, #10 package, ask array = $25/$50/$100/$250/$1,000

Soaring Eagle Tells its Story
An unusual polywrapped package from Cheyenne preservation charity Soaring Eagle includes a six page foldout letter, brochure, reply form and personalized note cards. The letter from founder Father Emmett Hoffmann describes how he started the nonprofit in order to build a home for elders on the reservation in southeastern Montana. He gives examples of how donations help fund payments on the building loan, operating bills, and food costs, and the note is signed “Your Beggar Friend.” The reply form suggests a donation of $18.50 to cover the costs of food and other basic necessities for one day for an elder living at the Heritage Living Center. Three personalized note cards featuring Cheyenne artwork are included freemiums.

Vitals: direct mail, delivered 7/14/10, 8½” x 7¼” polywrap

Updated Copy from Alaska Wilderness League Cites Gulf Coast Oil Spill
Conservation organization Alaska Wilderness League updated its direct mail letter to reference the tragic oil spill in the Gulf of Mexico in order to make its point about not drilling in the Arctic National Wildlife Refuge.  It states, “our work and public outrage around the BP oil spill convinced President Obama to delay Arctic drilling permits. But they have not been stopped.”  The rest of the #10 package is very similar to what the group has mailed for years, centered around “The Best $5.00 You Will Ever Spend,” the special introductory new member rate.  Other membership levels include $15 (senior/student), $25 (regular), $35 (family), $50 (supporter) $100 (contributor), $250 (donor).  Members who contribute over $50 receive a polar bear cub plush toy. The Alaska Wilderness League was founded in 1993 and is dedicated to protecting the coasts, seas and forests of Alaska.

Vitals: direct mail, delivered 7/1/10, #10 package, ask array = $5/$15/$25/$35/$50/$100/$250/other

George W. Bush Presidential Center Solicits Charter Members
The George W. Bush Presidential Center recently mailed a donation package asking recipients to accept their nomination to the Freedom Registry, which will be displayed at the yet-to-be-built library, museum and policy institute.  The center, to be built on campus at Southern Methodist University in Dallas, Texas, will be overseen by the National Archives and Records Administration to preserve the record of the Bush presidency.  The 6” x 9” package contained a “Registry Confirmation” attached to an official looking certificate, signed by both President and Mrs. Bush.  Charter members who donate $50+ are eligible for inclusion on the Freedom Registry.

Vitals: direct mail, delivered 6/28/10, 6” x 9” package, ask array = $50/$100/$250/other.

Cheetah Conservation Fund Works to Create a Sustainable Model for All Stakeholders
The 20-year old Cheetah Conservation Fund mailed a #10 package with a teaser stating “Inside: Learn How You Can Save a Cheetah!”  The letter inside details a serious problem that is affecting the wild cheetah population throughout its range — farmers are killing them in order to protect their livestock.  The organization’s mission is to educate farmers on alternative ways to protect livestock, including training livestock guard dogs, animal husbandry, and farm management.  A few donation levels are equated with specific  actions (e.g. $25 feeds a litter of livestock guarding dog puppies for 1 week or $100 covers the cost of one subsistence farmer to attend CCF’s 5-day course on non-lethal predator control of livestock.)

Vitals: direct mail, delivered 6/21/10, #10 package, ask array = $15/$25/$50/$100/other