Do New Member Welcome Letters Work? This One Did.
I'll be straight. Some welcome kits sent by non-profits bounce off me and make me sad for the paper used. I contributed money because I believe in what you're doing, not for the certificate or membership card. That goes directly into the recycle bin.
PRNSA sent this small guide to Abbott's Lagoon along with my welcome letter, and I was charmed. It uses a balance of professional graphic standards and the hint of a treasure map to remind me there's still (much) more to discover at the national seashore.
But I was charmed by the welcome I found in today's mail from the Point Reyes National Seashore Association (PRNSA). Here's why:
As soon as I saw the logo on the envelope, I smiled. That's brand recognition. Your logo is not your brand, but your logo represents your brand. My perception of the PRNSA brand is of excellence, beauty, and magic. (I’ll even keep the membership card!) I'll describe the Point Reyes brand meaning to me in greater detail in another post because it is vital.
I didn't expect a treasure map with my welcome letter. But I got one. Well, of sorts. PRNSA included a passport-sized pamphlet, "Explore Abbotts Lagoon. A Point Reyes National Seashore Association Self-Guided Hike.” Opening and unfolding the single sheet reveals a small map, coordinates to the location, mileage, and brief descriptions of the natural highlights of the lagoon. But to me, it was an invitation to an adventure! Part of the success is its 3" x 5" dimensions. The size is charming and intimate. And even though Abbotts Lagoon is open to everyone, the piece conveys an exclusive feeling, an insider secret to a public space. Wow. What a great job! It feels precious. It's something I'll keep, and I'll now plan a visit around the spot.
Unfolding: Inside the guide is a quiet and pleasing list of lagoon highlights. Again, graphic standards make this little treasure clean and easy to read.
Marketing Mind Wandering
Is the Abbott Lagoon guide one in a series? Are there more of these little jewels? I want more! How about adding a QR code to the back panel that accesses another guide on an unlisted web page?
Could the Abbott Lagoon guide be lightly game-a-fied? Check boxes next to the specie's names and habitat zones?
Something I never see in welcome kits is a handwritten note. Depending on the number of welcome kits going out, it may not be practical. But if it is, consider it. Efficiency creates a wall between people. Opening an envelope and seeing handwriting gets our attention. It connects to a live person on the other side of the letter. Can volunteers help?
Thanks for the kind welcome, PRNSA. Point Reyes is one of my favorite places in the world. I think I'll walk there some time :)
Read about our Spring 2023 walk to Point Reyes.