Are You Teasing Me?

Great photos or intriguing questions
A strong, four-color photo gets a second look, and questions that a person really wants to know the answer to get the recipient to open the envelope. But avoid obvious questions; people who are talked down to are not likely to become donors.

If my mail is any judge of the state of the industry, the outer envelope is an often-ignored element of the direct-mail package. Insist on a hard-working carrier — one that safely transports your mailing to the donor’s mailbox, but also demands to be opened.