A well-executed cartoon can intrigue potential donors right into your direct-mail package.

By Stu Heinecke

But the outer envelope or front panel of your appeal has a different mission than the rest of your piece. It has to quickly make a connection with millions of recipients. And it needs to stand out among the rest of the mail it arrives with. That’s where humor — or more precisely, a well-targeted, personalized cartoon — can produce dazzling results.