It’s important to get your envelope opened, but spending too much money on it can be self-defeating. Finding a balance requires testing ideas, new and old.

By Abny Santicola

In general, teasers tend to work better for organizations that deal with urgent aid and/or high-impact, time-sensitive issues rather than ongoing social services.

Other familiar organizations such as the American Red Cross or American Heart Association have more success with plainer, more institutional outer envelope treatments because their mailings can ride on their reputations, and they don’t have to jump through hoops to get attention.