Avoiding travel industry clichés like “Be sure to book now,” Lindblad Expeditions instead opted for a more sublime package with a DVD featuring a travel experience in the Galapagos Islands. Surveys found the package was well received and the DVD had a high view rate.

The Orthodox Union’s NCSY included a personalized membership card, visible through the outside envelope, in its latest renewal campaign, generating better response rates (4 percent to 6 percent) and more donations than previous campaigns. The organization found recipients within the target community tend to like being …

Health care providers have learned that cheerful marketing ploys can also improve consumers’ attitudes toward medical care in general. But the humor must be relevant to a customer benefit, not just humor for humor’s sake.

City Harvest is showing that appearances really do matter by soliciting donations with a real brown paper bag as its envelope. A letter from the New York-based charity is headlined, “Most likely, having enough food to fill this lunch bag isn’t a problem for you. Not everybody …

Timberland created the “Green Index,” which lists such information as the amount of energy consumed to manufacture a particular shoe, and shares the database with competitors to set a transparency standard for the shoe industry.

One San Francisco retailer’s Web site steers customers to a national database where they can search for the closest recycle center that accepts their direct mail discards, like the retailer’s own glossy catalogs.