FetchDog Contributes to Canine Causes
FetchDog, a retailer of upscale merchandise for man?s best friend, uses a celebrity angle for charitable purposes in its Winter 2009 catalog. The catalog was founded by actress Glenn Close and her husband David Shaw in 2007. The cover of the book features a close up of a Weimaraner sleeping on the Fashion Hounds Futon ($119 - $189). A green dot-whack directs consumers to a sale section for ?"Barkin'? Basement Deals."? The book offers a variety of grooming tools, food dishes, treats, supplements, collars and other dog supplies. The inside back cover features the header ?Charitable Picks at Glenn Close?s Lively Licks? above a photo of the actress and animal lover pictured with Jake and Bill, her two canine companions. Text explains that Close writes a blog called Lively Licks at FetchDog.com where she interviews her famous friends about their pooches. Recipients can log on to read about such notable folks as Martha Stewart, Ted Danson, and Debra Messing, among others. In addition, these celebs have picked their favorite FetchDog products to be featured in Glenn Close?s Charitable Shop online, where 6% of all proceeds go to charities such as the ASPCA, Puppies Behind Bars, MuttShack, and Animal Rescue New Orleans. Items offered in the program include the Luxury Nest Trundle ($48), the Eco-Friendly Collar ($19 - $21), the Anti-Bloat Bowl ($19 - $42), and the Big Squeaker ($15 - $19). Orders can be placed by phone, fax, mail, or online.

Save the Redwoods League Adds Premium
Save the Redwoods League, a nonprofit that strives to protect California?s most famous giant trees, added ?The Redwood Highway? book as a premium with $19+ donations. The front of the brown envelope states ?It takes 1,000 years to grow?and 20 minutes to cut down? alongside a map of the west coast. . A quote from naturalist and Sierra Club founder John Muir is visible through the window: ?These kings of the forest, the noblest of a mighty race, rightly belong to the world?we cannot escape the responsibility as their guardians.? The back of the envelope features the teaser ?For You?A Free Redwood Highway Guide.? Inside, the letter explains how the organization tries to buy up the land where the redwoods have grown to turn it into parks and nature preserves. The package also contains a freemium of address labels. A previously used insert titled ?From this tiny seed? lists facts about the trees which ?defy gravity.? The reply form presents the $19/$50/$100/other ask ladder and also solicits email addresses.

Guideposts Offers Faith-Based Card Continuity
Inspirational publisher Guideposts recently mailed a trial offer promoting its Someone Cares Christian greeting card continuity club. Like most Guideposts promotions, the piece is packed with involvement devices, freemiums, and premiums. The front of the package features the word "Welcome" in large text followed by an explanation of the enclosed ?Starter Kit,? which includes three sample cards with envelopes, address labels, and a gift claim certificate. A ?Peel ?N Play? label above the address panel opens to reveal a ?$10.00? involvement sticker to be redeemed for a greeting card organizer upon order of the introductory package. The back of the envelope has a large window revealing one of the greeting cards as well as two more teasers alerting recipients to the enclosed cards plus an unspecified fast response bonus. Inside, a personalized letter attached to the ?Free Bonus Gift Voucher? describes the club. An insert shows photos of the card collection and premiums. The trial offer includes 12 religious cards with envelopes, 12 envelope seals (bonus gift with reply by a certain date), the Someone Cares inspirational newsletter, and a chance to receive an afghan (first 50 responders). The inclusion of the involvement sticker on the order form also guarantees the card organizer premium on order. Consumers who keep the cards pay $9.95 plus shipping and receive 12 additional cards every 6-8 weeks for $14.95 plus shipping.

The direct mail promotions appearing in Mail Stream are tracked and written up by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: ParadyszMatera.com.