In 1985, NAPO approached Huntsinger & Jeffer with no donor base and a limited start-up budget. We implemented a direct mail program that offered potential donors the opportunity to join with NAPO in fighting crime by becoming an Associate Member (full membership is restricted to law enforcement officers). To reinforce the membership concept, our creative sent the implicit message that by supporting NAPO’s programs, the donor would also be protecting himself from crime. Acquisition packages include a membership decal the donor can display at home or on his car. No other premiums are employed.
To develop a strong relationship, and ensure repeat donations, we implemented the following:
- A Welcome Package including Membership Card and a brochure describing NAPO’s programs.
- Acknowledgement letters that reference the appeal that prompted the gift.
- Newsletters containing articles on NAPO’s activities and humorous true stories about “Dumb Crimes/Stupid Criminals”.
- Crime prevention brochures and information in appeal letters.
While the NAPO budget remains limited, their direct mail fund raising program has been extremely successful — we currently have over 100,000 active members.
