Best Friends’ Mail Focuses On Saving Lives

A direct mail package from an animal rescue gets donors to focus on the dogs and cats they care for … as well as their own.

Mailer Name: Best Friends Animal Society
Date Mailed: February 2016

Based in Utah, Best Friends is the country’s largest no-kill sanctuary for cats, dogs and other animals. This effort, mailed in a No. 10 envelope, draws the donor in with two tactics.

First is the picture of the dog, taking up much of the envelope’s face.

Second, the mysterious teaser: “INSIDE: The little card that could save their lives.” Whose lives? How? Creating intrigue gets the envelope opened.

The reply form, nested in front, provides answers. Two perfed “PET ALERT” cards appear at bottom. The form directs the contributor to fill them out and "let emergency responders know you have animals at home.”

It’s a safe bet that the donor’s list was selected because they love animals and may even own one or more. These simple cards are a practical, tangible involvement device. They not only create goodwill, but also bolster the credibility of Best Friend’s message.

The two-page letter tells the story of Puma, a dog rescued in the aftermath of Hurricane Katrina. Although searching for food and shelter had “left some deep emotional scars,” she learned “to feel happy and safe.”

Progress for Puma and other animals is possible because of “caring people like you,” the letter states. It connects the Pet Alert card, an act of caring, to making a gift to Best Friends.”Your generosity is their protection,” it declares.

A three-panel insert provides more details that describe Best Friends’ mission, as well as reflect its personality. “[A]bout 1,700 animals call Best Friends their home between homes,” it reveals. For example, specialized care areas include the whimsically-named Dogtown, Horse Haven and Parrot Garden. One panel also uses bullet points to list the types of activities the group sponsors around the country.

You can get the full picture of how Best Friends gets donors to care by downloading a free PDF of this direct mail package, courtesy of Who’s Mailing What!.

The Takeaway
Using an involvement device gets a prospect to physically spend more time with your message and increases the likelihood that they will donate.