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Results of the First Campaign
If you're a veteran newdream.org surfer, then you surely remember the launch of the Center's Declare Your Independence from Junk mail campaign three years ago.
The campaign had two main components:
- Help individuals exert control over their mailboxes
- Develop and model an environmentally sustainable method of fundraising
The first component utilized a web-based form to help visitors opt-out of credit card and other marketing lists. A huge success, the tool has attracted over 50,000 of our Web site's visitors, saving thousands of trees while reducing the emission of the greenhouse gas carbon dioxide and the carcinogenic chemical dioxin. Opting-out of Junk mail was included in Turn the Tide: Nine Actions for the Planet and continues to be one of our most popular actions.
The second component was launched by a challenge grant for the Center to substantially increase our membership - without breaking our pledge not to buy or sell mailing lists. Propelled by both Donella Meadows' article, "Junk mail: What's a Green Group to Do?" (Enough!, Fall 2000), and the word-of-mouth marketing of our dedicated members, we met that goal and won the grant. We're proud of this victory and proud that our success inspired other organizations, from the small Virginia-based EcoStewards Alliance to the well-established Izaak Walton League of America, to subsequently try innovative alternatives to direct mail.
Impressive accomplishments indeed. But we also recognize that unfinished business persists in both components of the campaign.
On the first, while Center members rejoiced when they noticeably reduced their Junk mail flow, many also expressed frustration that they couldn't cut it off completely. For example, 'dear resident' mail continued to flow in and there is no way to opt-out of it.
On the second, while the Center continues to slowly but steadily build its membership without resorting to buying and selling mailing lists, it has been a tough row to hoe. Just as importantly, we have yet to unseat Junk mail from its throne as a U.S. marketing status quo.
Sounds like one of those movies that leaves you begging for a sequel, doesn't it?
Campaign 2002
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