Mailstream: January 12

Martin Luther King, Jr. National Memorial Offers Last Chance
The Martin Luther King Jr. National Memorial Project Foundation recently mailed a “Last Chance” invitation to become a Founding Sponsor of the new memorial in Washington D.C. The 6” x 9” package closely resembles previous mailers from the nonprofit, with the exception of “Last Chance” stamped in bright red on the lower left corner. Inside, a letter from the president of the organization details the significance of “the first memorial at the heart of the National Mall in Washington, D.C. dedicated to a man of color.” The letter has been updated from past mailings to state “particularly now, with the historic election of Barack Obama, our country’s first African-American President, Dr. King’s vision is closer to reality than ever before.” The letter continues by asking the recipient to become a Founding Sponsor stating that “while the historic Barack Obama campaign ignited something deep and special in our nation, illustrating that we have made progress toward equality and justice…’The Dream’ is still unrealized, still a work in progress.” A small color brochure offers a depiction of the memorial-to-be, along with a description of benefits for Founding Sponsors: a Build the Dream lapel pin and wristband, and a limited edition photograph and excerpt from “The American Dream” speech (with donations of $150 or more). The “Founding Sponsor Acceptance Reply” form features an ask ladder of $2,500/$1,000/$500/$250/$150/$50/$35/other. The memorial is scheduled to be completed in 2010.

Sundance Introduces Catalog for Men
Women’s apparel and accessories retailer Sundance recently debuted Sundance Almanac, a men’s clothing and gift catalog. Sundance Catalog, founded by Academy Award-winning actor/director Robert Redford, is a supplier of merchandise inspired by the American West. The front cover features a man standing outside in the snow wearing a Black Vest ($128) and Blackcomb Sweater ($165) with mountains and trees reflecting in his Silver Aviators ($85). Just inside the front cover is a poetic statement that introduces the collection: “Men are dreamers. Unabashed romantics. Attuned to notions of bravery, nobility and strength, they never quite lose sight of what they wanted to be when they grew up.” In relation to this statement, it adds that the chosen items are “…rugged, iconic and manly” and “inspired by classics, with decidedly vintage cues…” Items are categorized by a mixture of themed topics such as aviation, outdoor survival, nature, and vintage cars. Gift merchandise includes a Manly Man Reading Redux, Set of 8 Books ($98), a 1930s Royal Quiet De Luxe Typewriter ($695), and a Wooden Trophies Moose Head ($995). Additional items that reinforce the rugged theme include a Woodsman Jacket ($350), Foreman’s Leather-Clad Tape Measure ($28), and a Green Stanley Flask ($25). Orders can be placed by mail, phone, fax, or online at the main Sundance website SundanceCatalog.com.

Ocean Conservancy Takes New Creative Approach
The Ocean Conservancy, a nonprofit dedicated to protecting the ocean and its wildlife, grabs attention with a bright yellow package featuring bold graphics that focus on the plight of right whales in the North Atlantic. While previous packages from the organization use photographs of marine wildlife and an emphasis on freemiums and plush premiums on donation, the outer envelope of this #10 mailing uses ominous creative asking “Only 400 remain…Will you help us save them?” A striking image that references familiar yellow school crossing road signs reads “Slow – Whale Crossing.” Inside, the letter compares an ocean freighter steaming through the Atlantic Ocean to someone driving down the road that comes across a “Slow – School Crossing” sign. “What do you do?” the letter asks. “You slow down your car because you know – at any time – a child could dart into your path.” The letter goes on to chronicle human involvement with whale deaths, noting that between 2004 and 2007, 15 North Atlantic right whales – an endangered species – have been found dead. Evidence of human involvement has been found in animal autopsies, one of which is noted in the letter. Having started as an organization committed to putting an end to commercial whaling, the Ocean Conservancy is particularly passionate with this letter, citing North Atlantic right whales as a “canary in the coal mine.” The promotion also includes personalized action postcards with petitions addressed to the National Marine Fisheries Service and the World Shipping Council asking to implement regulations that prevent net entanglements and slow down ships, as well as a bumper sticker freemium that reads “I Brake for Whales.” The freemium is also a departure from previous efforts that have included gifts such as address labels, note cards, bookmarks and notepads. The ask ladder, which is now set at $25/$50/$100/other, has changed from previous promotions that requested donations of $15/$25/$50/other. Donors of $25 or more receive a calendar and a subscription to the Ocean Conservatory newsletter.

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: ParadyszMatera.com.