Direct Mail

This mailing from the Muscular Dystrophy Association is small in size and in the number of elements it includes, but it sure packs a punch. The outer envelope is a mere 4-inches-by-7.25-inches but is high gloss, and glitzy. It’s a follow-up mailing sent to individuals who already have given to the organization’s 2006 telethon. The back of the outer shows a picture of — you guessed it — Jerry Lewis along with Luke Christie, a 13-year-old boy with spinal muscular atrophy. Behind the two is a backdrop of Broadway-esque glam in full-color, with yellow stars, blue spotlight trails and copy reading “It’s Not Too Late!”

There has been a lot of complaining lately about the reliability of the U.S. Postal Service. To which I say, “Bah humbug!”

Stop the complaining. Every business day, nonprofit organizations in our country receive a gift that keeps giving and giving: sharply reduced postage rates courtesy of American taxpayers.

'Twas the week before Christmas, and out front of the house Not a creature was stirring, not even a mouse. The mailbox hung by the front door with care, Anticipating that a deluge soon would be there.

This mailing from The Jerusalem Foundation struck me for its great branding and poignant use of photographs, which come together to give the mailing's elements a very high-touch feel. The mailing is simple, yet consistent in its branding, employing a forest green and purple color scheme that is initiated on the outer envelope and carried throughout the other elements, namely the 3.5-inch-by-8.5-inch four-color, glossy brochure. The background of the eight-panel brochure alternates between forest green and purple, accentuating the text and four-color photographs of the people the foundation serves. The brochure is beautifully laid out, with text that complements and draws attention to beautiful photographs,

Though the use of premiums is a hot topic of debate in the world of nonprofit fundraising, there are times when mailing these little gifts is definitely the way to go. Here, direct-response marketing copywriter Roscoe Barnes III talks about some of those times. * When you’ve exhausted your list of non-premium-acquired donors. Creating a secondary list that targets donors that have not responded but might be premium-responsive is more economical than offering your entire list a premium. * As a pleasant surprise to current donors. “This can engender loyalty and reaffirm your appreciation of their support. At the same time, it can encourage

You’ve probably seen the Thanksgiving mailings many food banks send each year that use brown paper lunch bags as the carrier. It’s a great idea. These mailings always catch my eye for their unique size, shape and look when compared to the oft-used white No. 10 and even the 6-inch-by-9-inch carriers. But more organizations — mostly food banks, but I’ve seen animal shelters use this format as well — are mailing brown bags, and the novelty has worn off a bit. I noticed this sadly, as I perused the direct mail that had accumulated in our Who’s Mailing What! direct mail Archive last month.

The book “Fundraising for Social Change, Fifth Edition” by Kim Klein — author, lecturer, and the founder and former publisher of the “Grassroots Fundraising Journal” — is a hands-on, practical strategies guide that touches on fundraising topics ranging from basics such as asking for money and using the Internet, to carrying out major-gifts campaigns, and the relationship between the development director and executive director. The book also discusses using direct mail effectively and suggests using premiums strategically, as donor benefits. Klein recommends that direct-mail premiums be used: 1. As thank-you gifts for prompt donations. 2. To encourage donors to upgrade their gifts.

It’s more important to select a premium that has perceived value to your donor than it is to select one that relates to the theme or nature of your organization, says Hugh Chewning, president of Chewning Direct Marketing, providers of direct-mail strategy, consulting and copywriting. “In fundraising, I think the most important thing is to select a premium that works and increases your net income, and if that happens to relate to the organization’s purpose, then that’s great. If it doesn’t, that’s great too. The sole purpose of the premium is to increase net income. End of story. So whatever premium does that

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.” The mailing is

Bravo to St. Mary’s/Westside Food Bank Alliance for a mailing that hits its message home on the outer envelope and jolts recipients inside. What’s more, it does so by employing a teaser made up of just two simple images and seven words. The white No. 10 envelope features a shrunken image of a $1 bill tinted green with the words “100 of These” below it. Next to the dollar bill is a color photograph of a full plate of food with the words “Provide 700 of These!” below it. There’s a delicate balance when it comes to using a teaser on the outer envelope. You want