Anatomy of a Control: Keep It Simple
World Wildlife Fund forgoes the glitz, but the results still shine.
My sense is that “recycle” symbols elsewhere in the mailing are redundant and interruptive. At the same time, this is WWF, so maybe the donor has to constantly be hit over the head with what good guys these are.
The back of the carrier envelope has a fourth panda logo on the flap with the line of copy, “Let’s Leave our Children a Living Planet” and the www.worldwildlife.org URL. In the center of the envelope is a box that proclaims: WWF named top environmental charity for five consecutive years by SmartMoney magazine!
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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