Get it noticed and get it opened!
The traditional #10 envelope formatted with your brand is still the most frequently used and most effective mail piece for direct mail fundraising. A donor’s familiarity with your brand is reinforced when you use it consistently (visual brand = logo, colors, typeface, shapes, style). That’s why it’s important that the first thing the donor sees on an envelope is your brand; it also sets your piece apart from the bills, credit card solicitations, and junk in your donor’s mailbox.
Note: Window envelopes do not invite donors, members, or alumni to connect with and express their passion for your cause – they look too much like a bill or credit card solicitation. If necessary, use window envelopes for acquisition mailings; however, some tests indicate they reduce response.
Put the signer’s name on the envelope.
- To make the envelope more personal, have Mailrite inkjet the name of the person who signed the letter above or below the return address. We’ll use the same typeface as that of the mailing address or letter text.
- When multiple letters from different people are used in the mailing, e.g., class giving chairs, the correct name may be inkjetted on each envelope above the return address during addressing.
Use quality matched envelope and stationery.
- Quality envelope and stationery paper can enhance your brand image and will stand out in the mailbox, thereby subtly moving your appeal toward personal communication and away from bills or mass marketing.
- When the letter signer is someone outside your organization, consider adjusting the stationery and address heading from business to personal.
- Hand addressing compels the recipient to open the envelope.
- Use standard white paper and envelopes for acquisition mailings.
Add a message to the outside of the envelope.
- Studies show that teasers do not guarantee increased opening rates. They can smack of advertising direct mail.
- Exceptions to the no-teaser rule, to be used judiciously:
- Membership or annual renewal notice messages.
- A mailing that differs from those the recipient normally receives from you.
- To grab attention the attention of a new donor or member.
- A leading, personal message on the envelope can lure the recipient to see how it continues inside.
Different sizes or colors for the envelopes attract attention.
- Brightly colored large envelopes (9 x 12 or 10 x 13) can be very effective for high dollar value appeals when combined with multi-page letters, major gift response forms, and special communications. Let content influence the size.
- A 6 x 9 envelope costs the same for postage and processing as a #10, but it presents a different look and makes your piece stand out in the mailbox or draw attention to a special request. Use it when you have an insert that works well as a 6 x 9.
The Annual Plan
The Ask
The Letter
The Response Card
The Postcard