Value over volume, people!
I learned quickly as an adult that when you buy anything on-line or from a catalog, you are immediately added to a mailing list. These lists are quickly sold and soon your mailbox is full of catalogs that you have absolutely no interest in.
With that being said, I am the type of person that loves going to the mailbox. With today’s technology and bill pay, there are generally no bills, and now there are very few catalogs and the ones that do come are the ones that I want. How did I make the persistent catalogs disappear, you may ask?
I subscribed to an on-line service www.catalogchoice.com
- 3 trees
- 855 lbs of greenhouse gases
- 303 lbs of solid waste
- 2,057 gallons of water.
Now, you may think this is counterintuitive to previous posts we have made about how paper is awesome and that the environmental costs of printing have been misunderstood. This is where the other part of what we do comes in; ensuring that the direct marketing piece that is printed is relevant and targeted. For instance, when I receive a fundraising letter, invitation, or even the schedule of events from the VMFA (Virginia Museum of Fine Arts), it makes me feel special and creates an emotional connection to the museum. Before your next campaign, consider the options that allow you to create that connection. Both the environment and your audience will be happy you did.
Read more here on the value of paper.