I have on my desk, a direct mail fundraising envelope that I never opened. And never will. Perhaps we can learn a lesson from its mistakes.
The offending article was sent by the Canadian Red Cross. This is a full-color covers, 6.5 cm wide and 5.75 inches tall, with a window. The envelope promotes the organization of a lottery.
This envelope should not most of the evidence in my book.
Why.
Test # 1: is the intrigue envelope?
No,Cover it all away. No less than six pictures in a sports car, sailing boat, a bundle of $ 100, the Colosseum in Rome, another sports car, and the Taj Mahal. You get the picture. You do not have to guess the contents of the envelope.
The titles are equally blunt:
"Hit more! ... More choice than ever before!"
Big prizes! Big Thing! "
"The Big Red." The New Ontario Lottery! "
This budget proposes the test of intrigue. It is the outer casingIntrigue readers to open it, do not give everything away.
Test # 2: If the appeal to cover the noble motives?
No, this cover appeals to greed and avarice. Are short-term motivators. People who will win a donation in exchange for the possibility of a villa or Mercedes-Benz does not support your mission. You are not completely to you.
Test # 3: If the envelope to give the reader a reason to open it?
Yes This framework provides twoReasons for which they throw away closed. One is a telephone: "Call to order tickets at 1 800 850 5090." Another reason is a website: http://www.redcrosslottery.ca. If you want all the recipients, either by phone or visit your website, e-mail them a postcard, no letter.
Its outer shell has only two goals. Deliver the package contents stored. And convince them to open up the distributor to the envelope. Not be removed. And do not send the donor elsewhere.
To see a large sample of these, Busta Www.raisersharpe.com visit / z / redcross.htm.