Here are two more brochures. I picked these up in West Virginia when my wife and I slipped away to celebrate our 7th anniversary. Take a look:

On the outside of the brochure, the Friends of the Cacapon River tell you first about themselves — what kind of organization they are (using puzzling insider vocabulary like “watershed,” too) and what their mission is. Although the Friends’ mission will certainly appeal to most people, you have to actually pick up the brochure, open it, and read it before you learn that you have an opportunity to contribute to this organization’s success. The Friends just aren’t acting like they need your help.

The Western Maryland Rail Trail Supporters aren’t nearly as bashful or proud. Check out their brochure:

“We need strong citizen support,” they proclaim right out in front. The casual person browsing the rack knows right away what to expect inside that brochure. Research suggests that about 10% of the population is predisposed to enjoy civic behavior, and the Rail Trail Supporters are much more likely to get those people’s attention because they come right out and say that’s what they want.

Both organizations made the same glaring mistake, though. No pictures of people on the front. And neither of them have closeups of people faces anywhere in the brochure. It’s another accidental confirmation of some bad stereotypes about what environmentalists care about. Oops.