Anatomy of a Direct Mail Control: Women for Women

A humanitarian aid organization’s direct mail piece taps into anger.

Mailer Name: Women for Women International
Date Mailed: January 2015 to January 2016

This nonprofit provides support to marginalized women in countries affected by war and conflict. Thanks to a stipend, women learn skills that they can use to support themselves, become self-sufficient and help their communities.

This direct mail appeal shows a young woman’s photo on the front of the No. 10 outer. “She dared to wear sandals …” the teaser says, before trailing off. Whether motivated by anger or maybe curiosity, the donor is directed inside the envelope.

There, the two-page letter talks about “our sisters around the world” who need help. It tells the story of Zarghuna, an Afghan woman who “got mad” at her mistreatment. Thanks to the group, she enrolled in a training program and developed skills.

The package includes a few greeting cards. They are replicas of handmade ones from women who earn money and support their families.

It also includes a buck slip that, on one side, displays a simple chart to shows a gift’s impact. The other side promotes a premium that is sent for a gift of $20 or more.

The Takeaway
When using a negative emotion, offer a way to channel it into action that is positive and empowering.