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1996/97 Gardening Catalog Cover   1996/97 Gardening Customer Letter
 
Print Catalog Cover
 
Dear Customer,

We promised to update you from time to time on the amount of money you raise for the United Way when you send us names of prospective customers. To refresh your memory, when you send us a name, we send the person our latest catalog supplement (not this main catalog; they only get that if they buy something) and if they become a customer, we donate $5.00 to the United Way.

We do all this because normal "prospecting" (sending catalogs to prospective customers) costs us about $5.00 for every customer produced. The names you give us have a conversion rate that is many times greater than normal prospecting lists, thus a large part of the donation is paid for from savings realized.

The last time we reported, you had sent us 6,576 names and 575 of them had "converted" as we say in this business (sounds like television evangelism, doesn't it?). As of April 1, 1996 you had sent us an additional 6,976 to bring the grand total of referred names to 13,552. But what took us completely by surprise is that 3,349 of this grand total (nearly 25%) had become customers! Accordingly, we sent another cheque to the United Way, for a total of $16,745.00 so far. You should be proud.

In a less charitable vein, it is worth noting that Canada Post is actively encouraging us to find more innovative ways to find customers. They increased third class postal rates by 22% on April 1st. The fact that this is 15 times the rate of inflations seems not to have troubled them.

Yours sincerely,

Leonard G. Lee
President

 
 


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