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

Lester also sees First Class stamps used in mid- to high-dollar donor mailings. For this target group, a First Class stamp pulls such good results it outweighs the extra costs.

Another response booster is the Post-it note. New York PBS station Thirteen/WNET has been using a Post-it on the outer of its year-
end pledge drive mailing since 2001, with much success. On the note is a simple message: “Dear Thirteen Supporter, if you haven’t sent your Year-End Pledge Drive contribution, please do so now! Thank you.” Revenue for the mailing consistently has exceeded costs, says James Boyle, associate director of basic membership.