The direct mail package was strategically timed to give recipients the inside scoop about the exhibition, as well as the opportunity to join and attend the members preview.
The direct mail package combined the vibrant David Bowie is style with the Brooklyn Museum’s brand. A combination of special offers was included to drive immediate response and encourage joining at higher levels.
The campaign exceeded the projected number of gifts by 36.56% and projected income by 41.94%. The campaign more than doubled the number of gifts and income received from the prior year’s acquisition campaign of a similar size.