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DIRECT MAIL

Member Acquisition Campaign

California State Parks Foundation

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To help revitalize the membership program, we needed a new creative concept.

 

CSPF needed to shift away from using expensive premium offers to acquire members. Instead, we wanted a low-cost way to attract donors who had a genuine affinity for CSPF's mission.

We created a new mail package designed to connect readers to the parks they love, and used ZIP code data to feature parks within easy reach of their homes.

Initial testing of the new approach showed a 60% increase in response rate and a 43% increase in average gift.

Strategy, Creative Direction, Writing

Robin Woodland

Staff Team

Ashley Tittle

Travis Hattori

Bella Podolsky

Margie Shurgot

Alexis Trivisonno

Design

i4 Design

Photography

Laura Harris

Susan Taylor

Tim Willey

Agency Consultants

Concord Direct

Map Feature

Chapman Cubine and Hussey

old package

new package

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