There’s a lot going on in this mailing from Missionary Oblates of Mary Immaculate, but it’s safe to say it works for the organization, as I’ve seen this package or versions of it in the mail for a few years now.
In last week’s “Direct Mail Spotlight,” I talked about the World Wildlife Fund’s use of tried-and-true response boosters, and Missionary Oblates employs quite a few in this campaign, as well. Time-sensitivity and both a freemium and premium offer are communicated on the 4-inch-by-9.5-inch outer envelope. One premium — “genuine Lourdes water” — is described, while the other — an Our Lady of Lourdes medal — shows through a round, poly window on the back of the envelope. Another element Missionary Oblates uses to drive its target audience inside the mailing is the use of the word “healing” three times on the outer envelope: “Millions have found hope through the healing water of Lourdes”; “Precious Healing Opportunity Enclosed”; and “Your path to healing begins here.”
The Lourdes water is the only premium mentioned on the outer envelope, but when I came across the 3.5-inch-by-8.25-inch brochure inside, I saw that this mailing actually offers multiple premiums. The brochure itself is striking. Its eight panels are in four color with a matte finish. It contains images and information on various “healing” gift offers, available when donations of a certain amount are made. For example, donate $15 and you get a “Lourdes Rosary Bracelet,” $20 for a “Lourdes Blue Sapphire Rosary” or $35 to receive a “Lourdes Musical Statuette.”
There also are other, non-tangible premium offers as well. For a gift of $25, a “Healing Votive Candle” will be lit for you, and for $50 or more, a “Lourdes Healing Candle will be lit for your intentions at the Shrine of Our Lady of Lourdes.”
There is a sticker with the image of the bottle of Lourdes water on it that recipients — donors or not — can affix to the reply device to receive their free gift. Below the “Place water sticker here” copy on the reply is an ask that respondents at least include a donation of $3.95 to help pay for shipping and handling of their premium. Next to this area are seven asks that start as low as $12 and go as high as $100, and each donation amount carries with it either a tangible or intangible premium. For recipients already interested in receiving the Lourdes water, the ask on the reply device is, I’m sure, hard to turn away from.
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