Taking Innovation to the MAXIs
Defenders of Wildlife’s Pen/Petition package was another example of a winning format that included overseas-produced premiums. A paper plate folded and delivering the Project Bread Thanksgiving Appeal Test is a great example of the unusual formats that are USPS-approved for mailing at letter rates. The copy effect/official mail format continues to be a winner. It’s often seen in renewal series, but in this case the “memorandum” copy won silver for the League of Women Voters. The most interesting total package in this category included a copy of a 1958 historic letter from Jackie Robinson — a National Museum of African American History and Culture format winning silver.
Unique applications rock the political mail
A quick review of the Direct Mail — Political Mail winners revealed fabulous creative: photo inserts with personalized notes, yard signs, maps and notes with handwritten-font updates, birthday cards, and clear envelopes with, again, the popular USPS Priority Mail return envelopes. Although the photo inserts as a technique was a constant theme in this category, it was the unique applications that deserve the most applause.
Some tried-and-true tactics never disappoint
The Workhorse Acquisition Category included gift coupons (a bounce-back feature), a shipping label, a survey and, by far the most endearing, a photo insert of a donkey. Peaceful Valley Donkey Rescue was awarded silver for its invitation-style format — five stamps on the outer envelope, handwritten-font addressed return envelope, circled copy, and an old typewriter font — all tried-and-true techniques for many successful fundraiser initiatives that if applied in the right combination can be compelling.
Cheers to all the MAXI winners for their creativity, cost-effectiveness and ROI for their organizations. You are an inspiration!