The Little Mailing That Did

Creatively, the goal was to design an inexpensive package that conveyed a sense of urgency. At the time, L.W. Robbins was mailing name labels for a number of its other food bank clients’ holiday acquisitions, but to keep costs down, it turned instead to a mini note-card format and a blind envelope.

Inside the 4-inch-by-6-inch blind outer envelope is a horizontally folded 5-inch-by-7-inch note card with a 3-inch-by-5-inch reply device laying in its fold and a BRE. The front panel of the note card shows a warm, country kitchen illustration with a table filled with plenty: baskets of apples, jars of sweets, a loaf of bread, a pie, etc. Inside the note card is copy in letter format that is brief — six short paragraphs and a P.S. — and to the point, laying out the need in urgent terms: At this time when many people are enjoying food, friends and family, many of your neighbors will have nothing to eat. The reply is personalized to the recipient’s name and home town. It shows a thumbnail picture of a child at a table alongside the ask: “Mr. Sample, we need you now more than ever so that we can feed hungry children, seniors and families in [town name] this holiday season. Please be as generous as possible. Thank you and happy holidays.” The ask string is $25; $15; $35; $50; and other.