Anatomy of a Control: Keep It Simple
World Wildlife Fund forgoes the glitz, but the results still shine.
The top of the stamp sheet is the “turnaround document” — the addressing piece that is also the “Emergency Gift Reply Form.”
Like the DAV effort, it asks for specific dollar amounts:
__OTHER __$1000 __$500 __$250 __$100 __$50 __$25 __$15 __$10
The $15 amount has a hand-scrawled circle around it with a handwritten note that says “Send $15 or more and receive your FREE WWF umbrella!”
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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