Whether professional writers generating grant applications, direct-mail copy and annual reports or just authors of everyday memos, all of us have been plagued by writer’s block.
Writer’s block is something that I consistently battle. As a copywriter, the author of frequent memos and proposals, and, in this case, the writer of a magazine column, I constantly find myself facing the mental brick wall that brings the flow of writing to an abrupt halt.
When it comes to direct mail, the saying about less being more often is true. Sometimes, more of something is just that: more. And for direct mail especially, more elements can make packages feel cluttered and recipients overwhelmed. That’s my impression of this mailing from the Consumer Reports Foundation. Inside the 4.5-inch-by-10.5-inch outer envelope are eight additional elements. First, there’s the reply device, which includes the ask: Consumer Reports is doing a raffle. Ticket stubs have been included in the mailing, but a contribution to the Consumer Reports Foundation is requested. Actually, there is only a “Yes” box next to the ask, and it’s
Because most of the mailings I write about for this column are basic packages such as membership renewals, holiday campaigns, annual-fund appeals and acquisition pieces, this high-touch mailing from the ACLU to some of its existing members for its Legacy Challenge really jumped out at me. Mailed in a plain, white No. 10 envelope, this mailing is thorough in its presentation of the Legacy Challenge. The three-page, 8.5-inch-by-11-inch letter lays out the initial ask and how the program works. If the recipient provides for a bequest to the ACLU in her will or trust, 10 percent of the bequest will be matched by a
Long-awaited postal reform finally seems a reality, as Congress passed postal reform bill H.R. 6407 — a compromise bill that grew from H.R. 22 — overnight on Dec. 9. The bill awaits President Bush’s signature for final approval. So what will be gained for mailers if the bill is approved? Maynard Benjamin, president and CEO of Alexandria, Va.-based Envelope Manufacturers Association, says that at its most basic, what will come is a different way of setting postal rates, a different way of regulating the mail and a different way of operating the U.S. Postal Service in the future. “We have a mail system that’s
The postal reform bill (H.R. 6407) that passed today in the US Senate and House of Representatives represents a major victory for the millions of businesses, nonprofit organizations, and consumers across the country that rely on the United States Postal Service (USPS). The Direct Marketing Association (DMA) extends its appreciation to the legislators who worked tirelessly in the closing hours of the 109th Congress to ensure that a final compromise was reached that allowed the introduction of H.R. 6407 on Thursday and its passage in both houses overnight on Friday. The final legislation reflects an agreement reached among key members of Congress, the
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
