DIRECT MAIL
Member Acquisition Campaign
California State Parks Foundation
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.
Strategy, Creative Direction, Writing
Robin Woodland
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Staff Team
Ashley Tittle
Travis Hattori
Bella Podolsky
Margie Shurgot
Alexis Trivisonno
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Design
i4 Design
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Photography
Laura Harris
Susan Taylor
Tim Willey
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Agency Consultants
Concord Direct
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Map Feature
Chapman Cubine and Hussey
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old package





new package
