An Offer They Can't Refuse

The survey asked the donor to comment on his program priorities, the organizational accomplishments of which he was most proud and how he’d like to receive information, and it invited his additional comments. The survey also included a mention of planned giving, which was a natural transition given the donor’s tenure of commitment. The involvement devices combined with the select language acknowledging the donor’s importance demonstrated how simple elements could contribute in a meaningful way to the donor experience.

Certificate of appreciation and donor-centric copy
Another example of how a certificate was used to acknowledge support and cultivate a relationship is from the National Museum of the American Indian — a year-end appeal in which the certificate of appreciation was designed to fit a 6-inch by 9-inch envelope. Teaser copy on the outer envelope announced, “Certificate of Appreciation Enclosed.” Upgraded paper was used for the reply/certificate — both integrated into a single form to help minimize the cost of matched components. The personalized, four-page letter referred to the donor as “one of our most dedicated Wellspring members” and gave recognition to the donor for “our great success,” making him feel like the focal point for the accomplishments attained.

The year-end ask was soft and included a return envelope. The few components included within this request did a solid job of conveying appreciation of past support and the hope for a continued partnership to accomplish the initiatives ahead.

Invitation-sized, ‘interactive’ insert and intriguing teaser
This communiqué survived the gauntlet of my daily search for unique formats in spite of the standard direct-mail techniques of an outer envelope with window and metered postage. Four noteworthy elements saved this piece from the trash: 1) the 5-inch by 7-inch invitation-style size; 2) the selection of crème paper and metallic ink; 3) the filigree decoration elegantly framing one corner of the outer envelope; and most importantly, 4) the surprising “Happy Anniversary” teaser printed in elegant script. Missing was the live, First Class stamp, but the intent of capturing my attention was accomplished. I had to open the envelope to figure out whose anniversary was being celebrated!