Direct mail packages that come in standard business size envelopes are identifiable as fundraising solicitations from a mile away. So the question is, how do you get the recipient to open the package, and once the package is opened, how do you appeal to donors?

When ProLiteracy asked us for recommendations to improve the effectiveness of their direct mail, we looked at their existing package. We suggested using a different size envelope that would stand out. And instead of a lengthy letter describing people’s stories, we suggested using cards that let the people tell their own story for more immediacy and a stronger emotional appeal. And since a picture is worth a thousand words, we suggested separate cards that feature the photo of the person on one side. They used our recommendations to create a package that stands out in the mail and gets their message across in a compelling way.

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