St. Anthony Indian Mission School Provides Soundtrack for Giving
The St. Anthony Indian Mission School is a Catholic elementary school in New Mexico that educates local Native American children and upholds the traditions of their Zuni tribe. The front of a recent 6" x 9" package from the nonprofit features a black and white picture of a smiling child, next to a teaser which asks, "Would you like to receive hand-written letters from a Zuni Indian Child that you are helping to educate?" Readers are enticed to open the package with a promise of a "Special Gift" -- a "Full-Length Indian Flute CD." A look inside the package reveals the promised freemium, entitled, "Kokolepi Dreams." The CD features flute music played by Fernando Cellicion, a member of the Zuni Indian Pueblo and "proud graduate" of the St. Anthony Indian Mission School. A photo of Cellicion, wearing customary Zuni clothing and turquoise jewelry, is printed on the disc itself. A four-page letter highlights the school's link to the Zuni heritage and urges readers to "slip Fernando's recording into your CD player and soak up a little bit of our exotic local Zuni flavor!" Headlined, "Would you like to adopt the education of a Zuni child for just $1.97 a day?," the letter stresses the need for education, noting that unemployment currently stands at 60% within the Zuni tribe. Pictures of traditionally dressed children throughout the letter emphasize the school's goal to provide a quality education, while teaching respect for native heritage. Though the letter states that worldwide "adopt a child" emergency relief programs are "noble and worthy," it asks for assistance in taking care of the American Zuni children "right here at home." A postscript invites readers who would like to discuss the school, the Zuni mission, or "anything whatsoever" to contact tribe Judge Albert Banteah -- by writing or phoning him directly. A "Donor Response Card" included in the package gives readers the option of either making a onetime donation to help give schoolchildren "the right start in life," or pledging $30 a month ($1.97 per school day) to "adopt" a Zuni child. In turn, monthly supporters will receive a photo of their adopted child, and personal letters at Christmas and Easter.

DIRECTV Package Insert Makes "An Offer You Can't Refuse" Satellite television provider DIRECTV teamed up with HBO original series The Sopranos to make recipients "An Offer You Can't Refuse" in a recent package insert effort. The headline, which paraphrases a famous line from the classic mafia movie The Godfather, is featured above a photo of the actors who portray mobsters Tony Soprano and Silvio Dante on the show. As noted on the insert, the drama began its final season on April 8, 2007. The 5" x 7" insert, which was mailed in a package from direct mail bookseller Literary Guild, is the first tracked from DIRECTV to promote a specific television program. Many past inserts have promoted the company's services alongside pictures of happy families gathered around the television set. Other recent promotions have highlighted feature films available to customers through Pay Per View. The front of the insert offers "3 Free Months of HBO and Cinemax." Additional premiums include professional system installation, equipment upgrades, and a widescreen portable DVD player, available as a "bonus gift" after rebate. To take advantage of these deals, recipients must sign up for a one-year service agreement, as outlined on the back of the insert. Packages range from $29.99 to $69.99 per month. Recipients are directed to a toll free phone number or DIRECTV.com for more information.