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A-2 Case Study 2: Letter Soliciting Membership Renewals with Description of Member Benefits

A-2.1 Facts

Authorized association H (described in case study 1) mails a letter to members requesting renewal of membership in the association at a cost of $50.00. The majority of the letter reminds the member of the purpose of the organization and why membership in it should be renewed, including a discussion of some of the organization's significant activities during the past year. A lesser portion of the letter also describes membership benefits, including car rental discounts, an association journal that is paid for as part of dues, the cost and terms of travel arrangements, insurance, and an affinity credit card. Association H seeks to enter this mailpiece at the nonprofit rates.

A-2.2 Analysis

The analysis of the mailpiece by the six-step process follows:

Step 1: The mailpiece contains no products.

Step 2: This step need not be considered because the mailpiece contains no products.

Step 3: The mailpiece contains descriptions, including costs and terms, of various products and services available to members, such as a journal, car rentals, travel arrangements, insurance, and an affinity credit card. In most circumstances, such as the publication discussed in Case Study 1, these contents would be considered advertising. However, where such contents are included in a letter soliciting new members or membership renewals, they will not be considered advertising if the mailpiece meets the standards discussed in 6-3.3.8. In this instance, the descriptions of the benefits constitute less than half of the solicitation letter and are not considered to be advertising.

Steps 4-6: Since the contents in the mailpiece discussed in step 3 are not considered advertising under the standards in 6-3.3.8, these tests do not need to be considered.

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A-2.3 Conclusion

This mailpiece is eligible for mailing at the nonprofit rates.

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