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- 40 - Because the staffing and financial requirements associated with membership development and direct mail marketing are substantial, the Regents (in September 1990) approved a testing period for the Museum's membership program prior to making commitment to launch a full-fledged effort. Those tests are now completed, and the highlights of the results are as follows: NMAI National Campaign Direct Mail Membership - - Test Results [[5 column table]] | | March Test | June Test | Other | Total | | --- | --- | --- | --- | --- | | Number of Pieces Mailed | 199,520 | 495,207 | 1,554^1 | 696,281 | Number of Members | | | | | | Projected (8 weeks) | 3,591 | 9,062 | | | | Actual (8 weeks) | 5,016 | 8,873 | | | | Actual (8/15/91) | 5,923 | 8,873 | 451^2 | 15,247 | | Response Rate | | | | | | Projected (8 weeks) | 1.80% | 1.83% | | | | Actual (8 weeks) | 2.51% | 1.79% | | | | Actual (8/15/91) | 2.97% | 1.79% | | | | Average Gift | | | | | | Projected (8 weeks) | $26.00 | $24.21 | | | | Actual (8 weeks) | $28.50 | $27.07 | | | | Actual (8/15/91) | $28.04 | $27.07 | $34.43 | $27.66 | | Gross Revenue | | | | | | Projected (8 weeks) | $93,375 | $219,398 | | | | Actual (8 weeks) | $142,957 | $240,175 | | | | Actual (8/15/91) | $166,102 | $240,175 | $15,526 | $421,803 | [[/table]] 1/ "Other" pieces mailed included second and third mailings to former members of the Heye Foundation, each of whom had received their first NMAI membership information in the March mailing. 2/ "Other" NMAI memberships were received from a variety of sources including: unsolicited; "take one" brochures in the Great Hall of the Smithsonian Castle, at the NMAI in New York and in other locations; individuals who received NMAI membership literature at special events; etc. Based on these outstanding results of the membership tests, a full "roll-out" of the program will be initiated in fiscal year 1992. Campaign Highlights ° Hiring staff continues at the National Campaign Office according to the Campaign plan; ° The donation of office space by the First American Bank has been renewed for a second year; ° An Honorary Committee is being recruited; members, as of August 23, 1991, are as follows: