An easy way to stand out in your donor’s mailbox

The main reason response rates in direct mail fundraising are relatively low (and falling) are that most pieces never really get noticed.

Here’s one relatively easy way to be noticed in the mailbox:

Weird stock. That’s right, envelopes that are something other than normal white paper.

Like this credit card offer I got the other day:

TexturedOE

Forget the fact for a moment that it’s a terrible offer that I already know I don’t want. It stands out. It got about three seconds more consideration than it would have otherwise.

And that can be the difference between response and nothingness.

The cost for weird paper is higher. But often well worth it.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.