Baby, Come Back ...
I received that package in early August, then in late September and again the first week of December. In the last one, a photo is inserted into the note with a description on the back explaining that it's a picture of St. Labre's kids re-enacting the Christmas story. Nice touch of seasonality there … but — pssst, St. Labre — next time get the person who wrote the inscription inside the card to also write the photo caption instead of using a handwriting font, and you'll have an even more impressive winner!
CARE also has a greeting card reinstatement effort that's outstanding, but for different reasons. I think it's the only one in all the stacked cartons of my 2010 mail with a 44-cent stamp, and the outer envelope is a distinctive textured cream stock. The cover of the card is a colorful illustration of a flower with a headline that reads, "Your Compassion Means Everything." Inside, a brief message below a personalized salutation says simply, "We haven't heard from you in a while. I hope you are well. Your support is sorely missed and the need is still great. Please can you help us again?" Together with the salutation and signature, the package gets it done in 35 words, no easy task — but necessary if you're paying for inscription by the word.
With so many ways to mix and match what's printed, lasered or hand-inscribed — and in how many words — this format has so much to offer. A standing ovation to two organizations using it and really working its woo factor to win back donors! FS
Kimberly Seville is a creative strategist and freelance copywriter. Reach her at email@example.com.