Mail Stream: June 9
Fair Indigo Offers Employee Prices
Fair trade apparel retailer Fair Indigo recently mailed its summer catalog promoting discounts on select items. Started in 2006 by a former executive from Lands’ End, Fair Indigo ensures that its clothing is fair-trade-certified, guaranteeing that the maker of the garment receives a living wage. The catalog cover promotes “Employee Prices,” directing shoppers to a bound-in price list, offering items at 40% to 70% off. A substantial portion of the book’s offerings are listed here, including Organic Denim Authentic Fit Jeans ($39.50), a Sleeveless Essential Shirt ($14.50), and a Delicate Stitch Trimmed Tank ($29.50). Non-discounted items in the book include the Silk Faille Blouse ($89) and Organic Cotton Sundresses ($39). Fair Indigo offers its best-selling Reusable Shopping Bags ($38 for 5 bags) along with a collection of jewelry in addition to clothing. The catalog promotes the Fair Indigo Foundation which donates 5% of profits to educational programs in the countries in which the clothing is made. Customers who donate $500 or more receive free shipping on Fair Indigo merchandise for a year. The company also promotes its relationship with Sustain, another eco-oriented retailer — recipients are encouraged to sign up online at SustainStores.com in order to win a sweepstakes for a Solar Backpack. The back of the catalog promotes additional “Summer Savings” and invites shoppers to “join our community on Facebook.” In addition to being fair trade, the retailer underscores its commitment to the environment by offering organic, eco-friendly clothes that “protect the air and water now, and for the future.” Orders can be made by phone or online.
Chronic Disease Fund Fights for Under-Insured Americans
Disease nonprofit Chronic Disease Fund mailed two fundraising promotions offering a gift matching grant for first-time donors, doubling whatever amount they contribute. Founded in 2003, the Chronic Disease Fund offers medication co-pay assistance for under-insured patients in need of medical attention. The front of the 4¼” x 8½” package underscores the main “American Tragedy” that the organization seeks to solve: “Americans are dying because they can’t afford the medication they need.” Inside, a personalized letter from the founder and president of the nonprofit recounts his diagnosis with Crohn’s Disease and his dedication to fighting for under-insured patients who cannot afford rising co-pay costs. The letter goes on to tell the story of Thomas, a bone cancer patient who applied for assistance from the Chronic Disease Fund and was able to effectively meet his medical costs. The package includes a get well card (“Sending Warm Wishes Your Way”) which functions as an involvement device; donors are encouraged to return the card, so that the organization can forward it to a patient helped by the group. Spring flowers adorn a set of address labels that are also included. The back of the label sheet features a pie chart showing that 91 cents of every dollar goes towards funding those in need, along with quotes from patients who offer “warm words of thanks.” The second Chronic Disease Fund package measures 5¼” x 10½” and resembles an Rx prescription bag. It includes similar stories from those helped by the organization who note CD Fund as a “lifesaver.” Both promotions offer ask ladders set at $25/$35/$50/other and explain the donation will be doubled.
Psychotherapy Networker Promotes Online Premiums
Psychology magazine Psychotherapy Networker recently mailed a promotion offering MP3 download premiums, online archives and a community forum in addition to the bimonthly print subscription. Targeted at psychologists and therapists, the promotion invites readers to “Meet Us at the Crossroads” and reach that “a-ha!” moment of discovering new dimensions of human relationships. An insert presents the website, which is positioned as “A World of Possibilities at your Fingertips.” The insert uses strong, concise copy to help define the magazine: “Bold. Surprising. Personal. Practical.” It provides testimonials from doctors who praise the magazine as an essential source for the “evolution of ideas and methods in psychotherapy,” among other merits. The enclosed letter touts its National Magazine Award along with being chosen by the Chicago Tribune as “one of America’s 50 Best Magazines for the past three years,” bringing “candor, immediacy, and irresistible style to expanding our sense of possibility amidst the turmoil of our times.” The promotion presents a hard offer subscription of $14.95 for 6 issues The reply form solicits the potential subscriber’s email address, saying “We need your e-mail!!! – It’s your key to subscriber benefits online.” Subscriptions can be made by mail or online.
The direct mail promotions appearing in Mail Stream are tracked and written up by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: <a href=”http://www.paradyszmatera.com/direct.cfm”> ParadyszMatera.com.
