This super-messy envelope looks like a direct mail winner

It’s common for direct mail fundraising to over-design the outer envelope, hoping to “stand out” and thus get opened by more recipients — leading to more response.

In testing, plainer envelopes do better most of the time.

But not always. Check out this outer envelope:

There’s a lot going on here. Look at the back of the same envelope.

I don’t know how successful this envelope was, but it looks like a winner to me. Here’s why:

1. It features a match. That is one situation that is usually worth trumpeting on an outer envelope. It’s usually a bad move to have an envelope that clearly states there’s an appeal for money inside. Except when there’s a match.
   
2. It’s busy, but not “fancy.” Only two colors. Clunky fonts. No photos.
   
3. It’s weird. All those fake “barcode” things. They seem like they mean something. But what they really do is inspire curiosity.
   

Note that it’s political fundraising, which is somewhat different world from nonprofit fundraising, but it’s smart. You can steal these ideas!