Strategic Direct Mail

The mailing is thin, containing only a small, 5-inch-by-8.75-inch double-sided letter, a 3.5-inch-by-5-inch reply device and a folded BRE. It’s a low-budget mailing, but strategically so. Rather than invest money in glitzy graphics and elements that might appear to be inconsistent with its messaging, SDFB instead invests in personalizing the salutation of the letter, which serves to add a high-touch feel. Additionally, the affirmative ask on the reply device — “Yes, Gary, I want to provide food for hungry people. Here’s my gift of:” — refers to the organization’s president by name, as does the address line on the BRE. These slight elements bring the “in your own back yard” feel that organizations like SDFB rely on to stay top of mind to donors besieged my direct-mail appeals.