Anatomy of a Direct Mail Control: Oxfam America
A direct mail acquisition effort from a relief agency is notable for what it does not include.
Mailer Name: Oxfam America
Date Mailed: April 2014 to April 2017
Oxfam America, based in Boston is an affiliate of the larger worldwide Oxfam organization.
This specific acquisition effort has been in the mail in this form for over three years, qualifying it as a Grand Control. However, its earliest version dates back to at least 2003.
Over that time, it has been mailed in plain envelopes, green envelopes, Oxfam logo envelopes, No. 10s, No. 14s or some combination of some of these.
What makes it so successful over that time?
The biggest reason is its “no gimmicks” approach. This version is mailed in a white No. 10 envelope that is blank but for a teaser on the front:
Enclosed:
No Address Labels
No Calendars
No Magnets …
The three-page letter inside begins by again, issuing a reminder to the prospective donor. “Here’s what you won’t find accompanying this letter,” it says.
Oxfam’s take is different. “What you will find is a straightforward case,” the letter continues, for one of the world’s most effective aid groups. It describes how Oxfam is “not your ordinary charitable organization.”
A bi-fold insert included in this direct mail package describes what a gift in certain amounts will do exactly that for those that Oxfam serves. For example, a $35 donation “trains five farmers in sustainable growing methods.”
You can get a free PDF of this direct mail package, as well as a more in-depth analysis, courtesy of Who’s Mailing What!
The Takeaway
Try an appeal to reason, not emotion, to motivate a donor.
- People:
- Paul Bobnak
