Rory Green, friend and Fundraiser Grrl extraordinaire, graciously sends along select direct mail pieces that have captured her attention. She’s been passionate about fundraising ever since she was a wee one, and the mailings she sends my way are consistently the best of the best. The really good stuff includes this recent BC SPCA holiday mailing. This is the fourth one Rory has received, and yet she still finds it very compelling. How can an organization’s annual direct mail piece resonate with donors year after year, or someone who has been exposed to a lot of fundraising?
Well, take a look at the pack and you’ll see that there are lots of reasons as to how and why. Yours may vary, based on what you notice first and notice most. But Rory’s explanation is a three-parter, and I wholeheartedly agree with what she has to say…
1. The first thing Rory notices? The envelope. Envelopes matter because they set the stage for what’s to come. Make yours interesting and whoever receives it will approach the contents inside with anticipation and excitement.
Rory says,
“There are three things on the envelope that make me want to open it:
- The photo of Niko
- The headline: “Find out what it took to give Niko a second chance at life…”
- The message on the back that a “holiday token of thanks is inside”
How could I not open that envelope??”
Seriously, how could you not? Plus, remember how life has told you, time and time again, that great things come in threes? With the image, headline, and message on the back, this envelope is a glorious triple threat. Plus, the message piques interest by asking a question. Don’t you want to know the answer?
2. Ah, the letter. What’s in this letter? A powerful story. According to Rory, “The letter tells the story of Niko SO WELL – and the best part is I – the donor – am the hero of the story. The answer to the question on the envelope “Find out what it took to give Niko a second chance at life…” is ME! The donor!”
How inspiring is that, to know that you have the power to provide a solution to a problem and create positive change, the kind that matters? The problem in question is manageable. When we’re faced with the daunting and impossible (ending poverty, curing world hunger, creating world peace), we can feel overwhelmed and helpless, rather than inspired to do something. In a case like Niko’s, though, the opportunity for us to create change is a viable possibility, not an unapproachable dream.
3. In addition to the the letter, there’s a pair of Christmas ornaments included, one to travel alongside your gift, and the other to hang on your tree. Both are additional motivators for donors to give: one is a pleasant holiday reminder of your good deed, while the other, with a line for your signature, motivates the actual sending of a donation through the mail.
Rory says, “The SPCA sent me two ornaments, one for me to hang on my own tree. It has an ADORABLE photo of a dog on it, and the message: “I give animals like Niko a second chance” — this is a call back to the envelope. Here’s the thing about the tree ornament – displaying it on my tree with that message, actually makes me MORE likely to donate…And, it just makes me happy!”
I’m glad that this mailing has made Rory so happy (four years and counting!) and that she felt inspired to shared the pack with us. I’ve come across my fair share of emotional letters containing compelling stories that involve animals in distress while calling the reader to action, but BC SPCA has crafted an especially noteworthy piece, along with special touches that set it apart from the pack (click the image to download this pack).
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I can’t wait to meet with you personally.
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