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AMERICAN BIBLE SOCIETY "YOUR FAITH CAN MOVE MOUNTAINS" LETTER
For many years, direct mailers assumed fund-raising mailings had to look inexpensive or potential
contributors would assume the organization had so much money they really didn't need
another contribution. But then along came a tradition-breaking mailing from The American Bible
Society that dispelled this idea and created a new trend in direct mail fund-raising.
The mailing utilized all the elements of successful product-selling commercial mailings. The
envelope had a die-cut oval with a four-color picture of a snow-covered mountain peeking
through. Teaser copy read:
Your faith can move mountains . . .
Start with this one please.
The mountain was a token on the perforated stub of an enclosed reply card. Recipients were asked
to detach it and put it in a "yes" slot on the attached card to become members of the Biblea-Month
Club.
Included in the package was a slick paper brochure, a temporary membership card, and a classic
letter. It began:
Dear Fellow Christian:
Your faith can move mountains. And the enclosed card is your surest
way to do it.
Return the mountain to the "YES" slot today and you can do something
about the spiritual hunger stalking the emerging continents —
Africa, Asia, South America, Oceania. The Scriptures are creating
new spiritual age.
Throughout the letter were many elements picked up from successful commercial mailings. For
example:
Send no money, but just signify your willingness to help in this sacred
task by returning the enclosed Membership Application.
You may terminate your Membership any time it is necessary.
Benefits weren't overlooked either:
Your principal reward as a Member will be the inner glow of knowing
that each month Holy Scriptures will be sent in your name to
someone in a spiritually foresaken outpost of the world — in his own
language.
Also, you personally will receive:
1. Your Membership Card, testifying to your participation.*
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