Hariyali direct mail case study

Hariyali, a non-proft non-govermental organisation in India, combined direct mail, outdoor advertising and email to promote its causes – conservation and the environment.

Working on the word-of-mouth principle, Hariyali sent a mailing to existing volunteers. In it there were six postcards (printed on recycled paper) which recipients were urged to pass on to like-minded people, who hadn't yet signed up as members.

This was complemented by outdoor and email variations. The entire marketing activity – from Rapp Collins, India – cost less than $1,000, all of which has now been recovered through new member fees.