| 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.
Leonard G. Lee