Readers spend only a few seconds deciding the fate of your
direct mail fundraising appeals. Either they open them on the
spot, set them aside for later, or chuck them in the waste paper
basket. Here are some creative ways to tease your donors into
opening your envelopes.
Hint at the contents A #10 envelope from
Covenant House is covered in retro 1960s flowers, with the
headline, "A Special Gift for you inside. . ."
Demonstrate exclusivity A 6 x 9 envelope
for Nature Conservancy shows wetlands, forests and coastlines
and bears this teaser headline: "Your exclusive briefing on
Canada's most ambitious campaign for conservation."
Ask a question A #10 envelope for Habitat
for Humanity features a photo of a tape measure and the question
beneath: "How do you measure hope?"
Arouse curiosity Doctors Without Borders
features a photo of a hand holding the special bracelet that
doctors and nurses use overseas to asses children for
malnutrition. The headline reads: "See inside for a very useful
little bracelet. Try it on!"
Create urgency The Salvation Army
features on its #10 outer envelope a "to-do" list featuring the
days of the month from December 17 counting down to December 25,
which is circled. The headline, written by hand, says: "Urgent:
Christmas Countdown! Please help us get ready!"
Capitalize on current events Doctors
Without Borders uses a broad red stripe across its envelope with
this headline reversed out in white type: "7.5 million Afghans
in humanitarian crisis." Stamped across the envelope in a
stencil font is this subhead: "Was and Winter in Afghanistan."
Use both sides of the envelope A mailing
for the World Wildlife Fund features on the front a tiger asleep
on a log that stretches from one side of the envelope to the
other. On the reverse side of the envelope, a square window
reveals some teaser copy and a premium inside.
Involve the donor Doctors Without Borders
shows an immunization card and this teaser: "As a child, you
conquered this deadly disease. . ."
Use an invitation Hope for Children
Foundation intrigues donors with this headline: "Your invitation
to turn a life around by one degree."
Promise a benefit InTouch Ministries
features a 6 x 9 envelope bearing a photo of a hand holding a
remote control pointed at a television. On the television is Dr.
Charles Stanley, television preacher and founder of InTouch. The
teaser copy beneath the remote control says: "Why you need to
grab this on May 1st."
Announce news Trans World Radio intrigues
donors with a photo of a man from Central Asia and this
headline: "Exciting News Inside: New TWR broadcast signal going
out! Millions in troubled region to hear the Gospel!"
Add human interest Hope for Children
Foundation features a photo of a smiling mother holding her
smiling daughter. The headline reads: "This Christmas, celebrate
the impossible."
Hint at success A letter from Oxfam shows
a girl standing at a blackboard. The headline says, "Pascaline
will change her world."
More Information:Alan Sharpe is a professional fundraising letter writer, instructor, coach, author and newsletter publisher who helps non-profit organizations to raise funds, build relationships and retain loyal donors using cost-effective, compelling, creative fundraising letters. Sign up for free weekly tips like this at
http://www.RaiserSharpe.com/ 
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