WE WANTED TO SHOW YOU THIS direct mail appeal, hot off the press for the John G. Shedd Aquarium in Chicago.

Shedd is conducting the public phase of a $50 million capital campaign to fund the renovation of its iconic exhibit space, the Oceanarium. This eight-month effort will use an integrated mail-phone approach to raise $2.1 million from the aquarium’s current and lapsed members not targeted for personal solicitations.

We are using direct mail four ways to support the campaign: 1) to solicit current members without telephone numbers and lapsed members not included in the telemarketing campaign; 2) as a pre-approach to the solicitation call; 3) to solicit members attempted but never contacted by telephone; and 4) to upgrade members who contribute less than $1,500 in response to telemarketing.