The NRA Membership direct mail kit is another great example of filling the envelope completely with contents to increase the perceived level of value. This membership kit includes contents to proudly represent the non-profit organization, which many non-profits can benefit from.

Let’s highlight a few of the items, but in the below photo gallery is a full breakdown of the kit contents.

First we’ll touch on the membership card. Membership cards increase the reader’s level of involvement. Readers feel part of the process and part of the organization. In this NRA kit, the membership card also features an expiration date. This is an easy reminder for members to re-donate.

Next item we should look at is the wine club buckslip. Organizations can benefit from an outside partnership to increase the amount of offerings. For instance, NRA does not own, sell or distribute their own wine. Instead , they have partnered with a wine company to create an NRA Wine Club for members to also be a part of. It works especially well if the partnership brings a certain level of deal to the reader.

Lastly, let’s touch on the membership stickers. Many non-profit organizations can include stickers in their direct mail kits. They work well as a premium item (meaning the customer must donate or spend money first), but they also work better as a freemium (included in an acquisition campaign). Stickers let readers proudly display the membership, ultimately increasing the levels of response.