Don’t Let Space Go to Waste
This mailing from the Muscular Dystrophy Association is small in size and in the number of elements it includes, but it sure packs a punch.
The outer envelope is a mere 4-inches-by-7.25-inches but is high gloss, and glitzy. It’s a follow-up mailing sent to individuals who already have given to the organization’s 2006 telethon. The back of the outer shows a picture of — you guessed it — Jerry Lewis along with Luke Christie, a 13-year-old boy with spinal muscular atrophy. Behind the two is a backdrop of Broadway-esque glam in full-color, with yellow stars, blue spotlight trails and copy reading “It’s Not Too Late!” designed to look like a neon sign.
Inside the envelope are just a 3.5-inch-by-6.5-inch reply device printed on very thin paper and a BRE. The ask on the reply matches the amount of the donor’s previous gift, reading “Dear Friend, We’re wrapping up our 2006 Telethon campaign. Please … if at all possible, can you repeat your generous gift of $50 today?” The back of the reply lists ways recipients can fight neuromuscular diseases, with copy aglow in yellow as if marked by a highlighter. And the BRE has a message from Luke on the back in which he tells his story of struggle with spinal muscular atrophy and urges recipients to “Help Us Win the Fight Against Neuromuscular Diseases!”
This mailing is brief and to the point, and is a great example of ways organizations can make use of all of the real estate afforded them in their direct-mail pieces.
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