It’s not a secret any more that I enjoy reading direct mail. Not much of a life, you might suggest. Still, it guarantees a walk to the mailbox everyday, and a chat with our favorite USPS mail carrier.
My current discovery revolves around the offer I could not refuse, straight from the Arbor Day Foundation.
These good folks in Nebraska City, Nebraska are on a mission to blanket the country in a thick, variegated quilt of forests. So when they selected me to represent a small portion of the people in Illinois, I was hard pressed to decline.
Premiums often trump the original product offer for appeal.
It is a fact that in many successful direct mail offers, it is not the product that gets the sale, but the premiums which come along with good behavior. Good behavior in this case is responding quickly, and munificently. In other words, pay up, fast.
The survey is a powerful engagement device, selling all the way.
In return for my promptness, albeit somewhat stingy in retrospect, I might receive Arbor Day’s special rainforest, cool-shade-grown coffee for a year. Wow! I am supporting Starbucks right now, but I can be swayed.
It was with this initial buzz on my coffee nodes that I rushed to complete the Arbor Day Tree Survey, carelessly pushing aside any concerns about what would happen next.
The Arbor Day Tree Survey for Illinois is an excellent example of powerful sales rhetoric.
It helps that I am a tree lover. We live on a third of an acre, and have 17 trees. I feel rich, and enjoy the annual blooms, the blossoms, the pollen, the seed drops, and the mounds of leaves I rake.
Arbor Day is celebrated nation-wide, thanks to the Foundation’s efforts.
I think the survey deftly gets all the right answers from me. It lulls me into a positive frame of mind. I race through the harmless queries.
They ask, ‘have you ever climbed a tree?…when you were a child, did you ever play under or amongst the trees?… did you ever collect leaves, acorns, or pine cones for a school project–or just for fun?’
These questions are softballs, and I hit them all out of the park. “Yes! I climbed a tree! I lived in a tree!…I built a small condominium in a tree!..Yes! I played under a giant Beech as a child!…Yes! I just finished a vast collection of leaves with my grandson! Yes! Yes! I did all of that!”
Sophie’s Choice: pick one. But how?
These are soothing thoughts. For a moment, I slip into a gauzy reminiscence of TV’s defense lawyer Ben Matlock, asking woodsy questions in his unassuming, folksy manner.
But that reverie is smoothly swept aside by a troubling vision of Patrick Jane, the thoughtful, boyish, enigmatic Citroen-driving sleuth in CBS’s TV show, “The Mentalist”.
The questionnaire asks, ‘Which ONE of the following is the single most important function of trees: Providing shade? Providing oxygen? Being a source of beauty? Absorbing carbon dioxide? Filtering water? Saving energy by cooling our homes? Providing habitats for birds and animals?’
Like, how to choose? This is some kind of arboreal Sophie’s Choice, with the bark left off.
The motherlode of premiums: plant your own forest!
Really, the questionnaire does focus the reader to the countless benefits provided by a our forests, here and around the world. So kudos to Arbor Day for the survey approach. It segue’s to some opinion questions, and then asks for a donation which opens the gates for premiums. Big premiums.
Because I have asked for them, I will be receiving 10 Norway Spruce Trees, 2 Fragrant Purple Lilacs, a copy of The Tree Book, and a Rainforest Rescue Calendar.
And the coffee, for a year, I hope.
It turns out that the coffee offer is part of a sweepstakes. The fine print is found on the inside of the envelope. 500+ words in 10-point sans serif type, arranged in block paragraphs with no indents. My hopes of those rainforest-cool-shaded coffee beans are evaporating like dew drops on a hot car hood in July.
The 10 x 14 envelope costs extra, but its impact, complete with faux label does the job: it gets opened.
Speaking of envelopes however… I do applaud the package. It measured 10×14 inches, for no good reason other than to dominate the mail box, and to get my attention. It was printed to look like brown kraft. A knockout on the face presents the image of a label, but looking closely I find it is a varnish over the original white stock, masterfully done. This kit looks impressive, official, and urgent.
The power of data-driven variable imaging: customization.
Inside, there is a personalized letter, and it has a personal note referring to the spruce trees, just right for Libertyville, IL.
Alongside, I find a set of address labels, which are pretty much table stakes in fundraising, but they are optimistically entitled, “Arbor Day Foundation, 2018 Supporter”. That must be me! Their 2018 calendar further alerts me to Illinois’ Arbor Day being April 27th.
The mandatory address labels of fundraising, but tastefully designed.
So, I wait. The trees are coming next spring. The book and calendar, who knows? The coffee, fearfully a long shot. What I do know is that with every delivery, there will be a further prodding and arm-twisting for a gift.
While I am desperately trying to find a place to plant those trees, I’ll give it a thought.
Thanks for reading! If you would like the full appraisal of the Arbor Day Foundation, it is available here, at Charity Navigator.