Strategic Direct Mail

When it comes to putting an end to hunger, there’s no time to waste. Here’s another example of a food bank that puts its purpose and need on the outer envelope in the hopes that recipients will pick up on this urgency and go inside.

It’s a Thanksgiving voucher mailing from the San Diego Food Bank printed on cheap paper, with minimal colors, zero gloss and sparse elements. It screams budget, and it works. Why? Because its budget appearance validates the need it shouts on the 4.75-inch-by-6.5-inch outer, “3 Thanksgiving Meals—Just $1. Help Provide Food For Hungry Kids and Families. Immediate Reply Requested.”