Three Thumbs Up
There are a few things that stand out to me about this mailing from World Vision. For starters, it includes its Web site URL on the mammoth 9-inch-by-12-inch, bright yellow outer envelope. Sandwiched below the call-to-action teaser “Urgent. Children are starving” and the address box is a line of copy that reads, “Save lives online at SendFood.worldvision.org.” It’s a great way to drive recipients to a place where they can support the organization, even if they never make it inside the mailing.
I also like how World Vision positions its ask in this mailing. The 8.5-inch-by-11-inch letter explains that World Vision has received $14 million in government grants to help starving children. The organization enhances the ask by telling donors that because of these grants, their gifts will go nine times as far to help feed starving children, positioning the grants in much the same way you would a matching gift. “Because your gift will be combined with funds from these grants, it will go 9 times as far to save children’s lives,” the letter states. It’s a great theme that results in a short, sweet and tangible ask that the organization reiterates throughout the mailing.
Lastly, I like the inclusion of the reminder on the back of the BRE, which reads, “Did you: Sign and endorse your check?; Enclose reply form?; Tell us if your address or phone number has been or will be changed?; Provide your e-mail address so we can send you periodic updates on World Vision’s work? Thank you!” It’s a feature that I see less and less frequently but one that gives an organization one final opportunity to update donor information and get direct-mail donors on its e-mail list.
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