The BEST Way to Get Your Direct Mail Fundraising Envelope Opened

The Donor Attraction Letter

Wednesday, October 2, 2013

When potential donors get your direct mail fundraising packages, they’re typically scanned over a trash basket.

Based on how your envelope looks and feels, your recipient will do one of two things:

Put it in the priority pile to be opened or toss it

With your all-important year-end appeals going out soon, what can you do to get that envelope opened?

The BEST way is this:

Handwrite the address

Of course, this takes more time. And it may not be possible to handwrite addresses for all of your envelopes.

But, especially now in the digital age we live in, a handwritten address on your envelope is a powerful way to form an instant emotional connection and get it opened.

Why is a handwritten address so effective?

Because it makes your package look highly personal and friendly, like it’s something from a good friend.

And we all love to read personal mail from friends!

In the work I’m doing now with clients on their year-end direct mail packages, I’m encouraging those with manageable lists to handwrite ALL of the addresses for the very best results. This task is a really terrific volunteer opportunity for the right person or group of people (read: volunteers with nice handwriting and superb attention to detail!).

If your list is quite large and you can’t hand address all of your envelopes, my recommendation is to segment all past donors (or at least your major donors) and make sure these close supporters get a beautifully-personalized, handwritten envelope.

MORE TIPS FOR GETTING YOUR ENVELOPE OPENED

Go beyond a handwritten address to make your envelope even more irresistible with these tips:

• Send it with a first class stamp.
• Look different and stand out with an odd-sized envelope, something different than a standard business-size envelope (#10), which is what most mail arrives in.
• Choose a color and paper stock that makes it look and feel important and interesting.
• Grab attention, create curiosity and pull in your recipient with a compelling photo and teaser copy.

The big takeaway is this:

You only have about 3 seconds to grab your potential donor’s attention and persuade them to open your envelope. Above all else, handwriting someone’s name and address is the single best way you can save it from the trash, spark an emotional connection and get your package opened.

Dedicated to helping you attract and keep your donors,

Jen Viano
Nonprofit Writer/Consultant
Editor, The Donor Attraction Letter

PS: Need help with your year-end fundraising communications? Whether it’s for a heart-tugging direct mail letter/package, a story-based email series, a matching gift solicitation or an update to your very important DONATE web page, we can partner together to increase your year-end giving. Email me at Jen@JenViano.com to let me know how I can help you!

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