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.

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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.

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