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Darryl Walter, director of membership marketing and conferences at The Wildlife Society, uses direct mail to promote the nonprofit's annual conference. Founded in 1937, The Wildlife Society and its members seek to conserve and study wildlife populations and their habitats.
Q: How have your direct mail strategies changed?
A: We've shifted from sending a 28- or 32-page catalog to 10,000 members to sending a series of 6x9[-inch] postcards to 40,000 people. The postcards feature highlights from the conference and links to download a digital version of the catalog. It is a rethinking of our marketing.
Q: How does this alter your reach?
A: We're able to reach three...