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So we bought 13 of these islands. They're now the Virginia Coast
Reserve: owned, protected and managed for the sea and its rich
progeny by The Nature Conservancy.
Share the deal with us, won't you?
The islands cost four and a half million. But you can buy a bit of
them — and 2,812 other parcels of land, just as wild and
splendid — for less than you'd spend on half a barrel of light crude,
delivered direct to your tank or crankcase from OPEC. Just $10. Tax
deductible. Doesn't that suggest it's time you knew us, if you don't
already?
Nothing startling about these well-turned phrases. But aimed at the right audience, they were
powerful. Frank Johnson observes:
■ Direct mail doesn't have to raise its voice to be persuasive, or be semi-literate to be
friendly, or be solemn-serious to be believed.
The fan mail (and memberships) his letter pulled proved it.
Two enclosures with The Nature Conservancy's "Devil" letter are worthy of special notice. The
first was announced by a typewritten note below the address window on the envelope:
(Do not fold. Bumper sticker enclosed.)
Enclosed, of course, was a self-adhesive bumper sticker. This relatively low-cost enclosure added
a special dimension to the package and subtly conveyed this thought: of course the recipient
would want to become a member of The Nature Conservancy. This is an idea that has been widely
copied by others.
Also enclosed was a lift memo. It had a picture of an owl on the outside, with the heading: "If a
deal with the devil doesn't appeal to you ..."
Copy inside read:
It also happens we can make you another offer — one that the devil
wouldn't have thought of on the best day he ever had.
Up for grabs are six hazy, lazy, legendary river valleys — with
fish . . . black bears . . . eagles . . . some Florida panthers . . . alligators
. . . towering first growth hardwood forests . . . and more
kinds of birds and rare plants than you'd find in most national
forests.
Right now the Conservancy has first crack at this marvelous opportunity
. . . but we need your help if generations of Americans are to
enjoy and benefit from it.
And there are other offers. The last mid-Atlantic maritime forest —
Nag's Head Woods on North Carolina's outer banks. Seriously
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