I just received a direct mail piece from Audubon that I think is effective (of course I don’t know what actual results were). Here are the elements and graphic techniques that I think make this piece appealing:
- An enticing outer envelope. First, the package gets your attention. No mailing can be successful unless the recipient is compelled to envelope. This outer envelope is printed in full color with a lush image of an egret (which appeals to their members) and has a seal enclosure that looks like a label which gives it a special caché that elevates it above other fundraising appeals (the envelope flap is actually die cut). Also, notice that the offer to “Double your impact” is on the envelope.
- An appealing offer. Due to a Challenge Grant by a large donor (made to several organizations), all donations made will be matched. Double your donation is a very compelling offer, especially in this recession.
- Graphic demonstration of the offer. Not only does it tell that it will double your money, it actually shows you what those amounts are to make the offer more tangible. The piece is designed as perforated vouchers with the amounts pre-printed, no doubt based on the recipients’ previous giving levels to motivate donors to give a levels that are comfortable for them.
- Repetition of the message. The Challenge Fund is presented in an elegant seal-like crest that makes the package feel special, with the words “Match My Gift” prominent on every voucher.
- Effective design. Overall, the piece conveys an upscale look that reinforces the positive impression that Audubon is a professionally-run organization that will put the money to good use. Instead of many different fonts, lots of indents indents and use of yellow highlighting typical of fundraising letters, in this package the typefaces are kept to a minimum and the colors are restrained to Audubon’s signature green and an accent yellow to create an upscale, consistent look.
- Comfort for the donor. Notice the Better Business Bureau logo on each form to provide an endorsement for the charity. Every bit of credibility helps when you are competing for funds.
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