NARAL Leadership Circle: membership renewal

Exhibited by
Mal Warwick
Added
May 12, 2011
Medium of Communication
Direct mail
Target Audience
Individuals, regular gift
Type of Charity
Human rights & civil liberties, women
Country of Origin
USA
Date of first appearance
April, 2002

SOFII’s view

The concept behind NARAL’s leadership circle is straightforward. It’s a high- value giving group and it seems to work. The language used when addressing these donors is the kind you would use to talk to a well-known insider. There’s even a leadership circle briefing book, designed to help donors spread the message. This renewal mailing effectively uses all the drama of a current cause along with a number of practical devices to gain and secure the donor’s attention and involvement.

Creator / originator

Mal Warwick Associates.

Name of exhibitor

Mal Warwick.

Summary / objectives

This appeal seeks to induce members of NARAL’s leadership circle to renew their annual membership and, ideally, to contribute at a higher level.

Background

The National Abortion Rights Action League (NARAL) is one of the principal US advocates for a woman’s right to make her own reproductive choices – ‘the right to choose’, as it has come to be called in the United States. In European parlance, NARAL is a campaigning organisation, unlike some other pro-choice advocates that provide direct healthcare services to women. Its substantial national budget is supported largely by the predominantly small membership dues and donations of its individual members. NARAL’s leadership circle, which requires annual contributions of $100 or more, is a central element in the organisation’s effort to upgrade its small donors to more significant levels of financial support.

Special characteristics

The unorthodox carrier envelope that mimics an ‘inter-department delivery’ envelope, the ‘delivery confirmation’ request on the reply device, the ‘post-it’ affixed to an enclosed brochure, the high-value ask, and the hole-punched special report that was also enclosed.

Results

No statistics are available, but the mailing was a very big success.

Merits

This appeal features a number of creative elements that are highly unusual if not unique.

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A complex, intricate package with lots of opportunities for donor engagement and involvement.
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Some of the pack contents in closeup.
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NARAL Leadership Circle: the two page letter – page 1
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NARAL Leadership Circle: the two page letter – page 2
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NARAL leadership circle. The guide on Senate voting and the reply form.