That's the first step to any successful direct mail appeal. You can have a compelling letter, well-designed reply device, and a make-it-easy reply envelope, but if people don't open the package, it's all for naught.
People may not judge a book by its cover, but they do judge whether or not to open your appeal based on its envelope. To make your first impression, you have a broad range of envelopes sizes to choose from: standard #10, 6x9, 9x12, or a variety greeting card sizes, to name a few.
One of the simplest strategies to stand out from the crowd of bills and (gasp) junk mail is to always include a teaser on the outside of your packaging. The teaser is a simple, short phrase designed to, well, tease your potential donors and encourage them to look inside.
But to further intrigue your potential donors and boost your open rates, think outside the box, or envelope, rather. The carrier, or the packaging you use to send your appeal, can be virtually anything mailable. Here are some ideas to pique your creativity and your donors' curiosity:
- Lunch-size paper bag - This is especially appropriate for an appeal about a school feeding program or other school-related ask. The bag is tabbed on one end and usually addressed with a label. Who doesn't want to look inside of that? The downside is that you pay a small premium on mailing it. Contact your local postmaster to get an estimate on the postage.
- Tube - This works well for sending large-format pieces. For example, if you want to send your best donors a large, frame-worthy photograph relating to your work, this is sure to be opened. Again, postage can be a bit of a drag on tubes, so check with your postmaster first.
- Box with holes - If you're an organization that works with animals, this will make a real impact. The teaser on the top could read: Inside: One puppy who needs a forever home. Of course, you don't really send the puppy -- but you do send a beautiful photograph of the puppy with a heartwarming story. For your highest level donors, you could even include an adorable stuffed toy puppy. (If you work for a wildlife preserve, replace puppy with ferocious lion cub, or other appropriate, cute animal.)
- Simple, flat box -- This would work well for almost any mailing, but can readily be tied into an organization's mission. For example, if you work with homeless people, the teaser can read: You are holding Natalie's home in your hands. Inside, you would include photos and a story to communicate your need.
The options are really fairly endless. But this should get you started. If you want to think outside the envelope and produce a high-impact mailing, contact us today. We're happiest when we're helping you help others.
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