High Touch With Low Gloss

Other elements in the mailing are a 3.5-inch-by-8.5-inch Legacy Challenge Quick Guide on card stock. The guide is an easy-to-keep element that answers key questions such as: “What is the Legacy Challenge?”; “How does it work?”; “I decided to make a bequest. How should it be written in my will?”; and “Can you suggest a lawyer near me?” It includes the toll-free number to reach the ACLU planned-giving staff and a Legacy Challenge-specific URL, www.legacy.aclu.org. There also is a second 3.5-inch-by-8.5-inch element that recipients can mail in to the ACLU to get more information on the Legacy Challenge, estate planning and charitable giving, etc. The final element of the mailing is an 8.5-inch-by-11-inch Legacy Challenge Matching Form. Rather than cram copy onto the usual size reply device, ACLU spreads its offer out. The result is an ask that feels more natural and less rushed.