WE WANTED TO SHOW YOU THIS direct mail appeal, hot off the press for the Atlanta Botanical Garden.

This is the third in a series of acquisition mailings that are promoting the Garden’s expansion project as a means of growing the member base. This particular appeal invites prospects to “join the celebration” at a Holiday Open House in December and a last chance opportunity to see a major exhibition of Henry Moore sculptures.

When using direct mail for grand openings, remember to start at least six months to eight months in advance. Mail the largest number of appeals two months before the opening, to capitalize on the preview for members. And don’t forget that the “inaugural year” provides additional opportunities to acquire new members by mail.