Pennsylvania Horticultural Society

The acquisition package employed a double-drop mailing strategy, where select names are mailed a second time. This provided recipients sufficient time to join and receive their free Philadelphia Flower Show tickets and take advantage of other member opportunities for the Flower Show that would take place outdoors in June rather than indoors in March, a radical change. 

The new membership structure was presented clearly, with emphasis on the value of membership and call-outs incorporated to draw attention to the $150 level. Beyond Flower Show benefits, the package highlighted the impact membership has on the community.    

The package design integrated the PHS brand with whimsical Flower Show branding developed by PHS. Copy and design was bright and lively, with eye-catching teasers, bold graphics, and engaging images.

Results

Despite the challenges presented by the pandemic, a modified Flower Show location and season, and a new program, the campaign was a success—exceeding income projections by 8%, with a 13% higher average gift than projected and an ROI of $2.33.   

 

Naples Botanical Garden

The direct mail package was strategically timed to arrive in homes at the height of the strong early spring season with vibrant colors, beautiful garden images, and motivating special offers to boost response.   

The package presented a warm invitation to renew and experience everything at the Naples Botanical Garden this spring and beyond, with special member perks. The design stood out in the mailbox with a lovely collage of images and motivating teasers.  Content was engaging and conversational, highlighting the upcoming events and savings opportunities available for members.  

 To boost the average gift and increase engagement, special emphasis was placed on the garden’s new Family & Friends level. The value of membership was highlighted throughout, with a focus on free admission, exclusive discounts, and special event invitations.

Results

The campaign achieved outstanding results, with a 2.46% response rate and 242% more income than projected. The ROI for the campaign was a strong $2.24.