A Look Inside the Outside

Kinch reminds nonprofits interested in creating graphic-heavy mailings that the donor base they’re targeting is older.

“We’re not our donors’ ages yet,” she says. “What looks old or tired to us is probably nostalgic for them.”

Bells and whistles
There’s no doubt live stamps on an envelope add a personal touch. According to Kinch, about three-quarters of the time in testing, live stamps beat meters and indicias, which are in fact faster. For Sierra Club, her firm came up with a tactic that merges the two.