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Fundraising Letter Envelopes: How To Make Them Irresistible
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By Alan Sharpe
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Readers spend only a few seconds deciding the fate of yourdirect mail fundraising appeals. Either they open them on thespot, set them aside for later, or chuck them in the waste paperbasket. Here are some creative ways to tease your donors intoopening your envelopes.
Hint at the contents
A #10 envelope fromCovenant House is covered in retro 1960s flowers, with theheadline, "A Special Gift for you inside . . ."
Demonstrate exclusivity
A 6 x 9 envelopefor Nature Conservancy shows wetlands, forests and coastlinesand bears this teaser headline: "Your exclusive briefing onCanada's most ambitious campaign for conservation."
Ask a question
A #10 envelope for Habitatfor Humanity features a photo of a tape measure and the questionbeneath: "How do you measure hope?"
Arouse curiosity
Doctors Without Bordersfeatures a photo of a hand holding the special bracelet thatdoctors and nurses use overseas to asses children formalnutrition. The headline reads: "See inside for a very usefullittle bracelet. Try it on!"
Create urgency
The Salvation Armyfeatures on its #10 outer envelope a "to-do" list featuring thedays of the month from December 17 counting down to December 25,which is circled. The headline, written by hand, says: "Urgent:Christmas Countdown! Please help us get ready!"
Capitalize on current events
DoctorsWithout Borders uses a broad red stripe across its envelope withthis headline reversed out in white type: "7.5 million Afghansin humanitarian crisis." Stamped across the envelope in astencil font is this subhead: "Was and Winter in Afghanistan."
Use both sides of the envelope
A mailingfor the World Wildlife Fund features on the front a tiger asleepon a log that stretches from one side of the envelope to theother. On the reverse side of the envelope, a square windowreveals some teaser copy and a premium inside.
Involve the donor
Doctors Without Bordersshows an immunization card and this teaser: "As a child, youconquered this deadly disease . . ."
Use an invitation
Hope for ChildrenFoundation intrigues donors with this headline: "Your invitationto turn a life around by one degree."
Promise a benefit
InTouch Ministriesfeatures a 6 x 9 envelope bearing a photo of a hand holding aremote control pointed at a television. On the television is Dr.Charles Stanley, television preacher and founder of InTouch. Theteaser copy beneath the remote control says: "Why you need tograb this on May 1st."
Announce news
Trans World Radio intriguesdonors with a photo of a man from Central Asia and thisheadline: "Exciting News Inside: New TWR broadcast signal goingout! Millions in troubled region to hear the Gospel!"
Add human interest
Hope for ChildrenFoundation features a photo of a smiling mother holding hersmiling daughter. The headline reads: "This Christmas, celebratethe impossible."
Hint at success
A letter from Oxfam showsa girl standing at a blackboard. The headline says, "Pascalinewill change her world."
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