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THE NATIONAL TRUST FOR HISTORIC PRESERVATION "DRAYTON HALL" LETTER
One of the most unique fund-raising letters is a six-page letter written by Mal Decker to obtain
funds to support the work of The National Trust for Historic Preservation.
When the Trust acquired Drayton Hall, considered the finest untouched example of Georgian
architecture in America, it needed additional funds considerably beyond those that could be provided
by selling additional memberships. So it turned to Malcom Decker Associates for a solution.
Decker came up with the idea of a series of five porcelain boxes featuring design motifs found
within Trust properties and then created a classic mailing package to sell a limited edition of 2,500
sets of the boxes. The package included a four-color brochure plus the six-page letter. The letter
opened with this Johnson Box:
This letter is concerned with the serious state of one of the finest 18th
century houses in America — and an intriguing plan whereby you
can help us save it. It also offers an opportunity to acquire a most
unusual limited edition.
If we succeed, with your help, you will be invited to a very special
preview of this great house and a reception along with a highly distinguished
group of guests.
The letter described, in great detail, Drayton Hall and asked for support to preserve this historic
home. It told how supporters will be invited, along with many dignitaries, to a special reception
and will receive a specially commissioned medallion to mark the occasion.
The letter described the unique fund-raising method — a limited edition collection of five fine
porcelain boxes — and then described the boxes, how they came into being, and how they may be
acquired.
If anyone still believes "nobody reads long copy," consider this: the six-page letter brought in
$1,500,000 — more than double the goal of The National Trust, and more than required for restoring
Drayton Hall. It also won a Gold Mailbox from the Direct Mail/Marketing Association as the
"Best Single Mailing Piece of 1975."
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