Fundraising Letter Envelopes: How To Make Them Irresistible
Posted by Alan Sharpe on: 2005-08-24 16:55:35
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.”
About the Author
Alan Sharpe is a professional fundraising letter writer. View free sample fundraising letters and sign up for free weekly tips like this at www.fundraisingletters.org.
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