Mailing Elements That Are Keepers

The mailing also includes an 8.5-inch-by-11-inch double-sided, personalized letter that goes into greater detail on the challenges that lay ahead for each candidate, devoting a paragraph to each.

A Post-It note to the right of the letter’s salutation that says, “I hope I can count on your support for our candidates! Please contribute today!” is an alluring element that draws recipients into the letter. But the highlight of this mailing is the candidate “stat” cards. Similar to collector baseball cards of top players, the candidate cards are atypical, not often seen in direct-mail packages. They educate and engage recipients, and are small enough to hold onto or stick on the fridge, giving the mailing long-lasting potential.