This is the back of the response envelope from a piece of direct mail I got recently:
It offers us three super-easy fundraising lessons:
1. Don’t use a bangtail envelope in direct mail
A bangtail is one of those envelopes with an extended flap that allows you to combine a reply device with an envelope. It’s a useful tool for situations where potential donors are physically present, like performances or other gatherings.
They’re not a good idea in direct mail, where testing has repeatedly shown them to be less effective than separate reply devices that donors send back in normal envelopes. It might be cheaper to use a bangtail, but it’s not worth the savings!
2. Fundraising abhors a vacuum
A big blank surface calls out to be used, and this organization put a message there. You should almost always do this. Use your space to say something motivating to donors!
3. Make it about the donor
A very simple and super-easy edit would make the copy on the envelope much stronger — by putting the donor into the driver’s seat:
The bigger your holiday gift…
the more you do for our residents
Remember: Donors don’t give to support your organization. They give to make what you do happen. Put the action in their hands, and you’ll get more response.
(This post first appeared on December 20, 2018.)
