Using Elements Wisely
For a mailing that comes through the mail looking rather small in its 4.5-inch-by-8-inch outer envelope, this campaign from the Servants of Mary has a slew of elements. Different ones, at that.
First is the outer envelope, different enough in size from the usual No. 10s to get noticed. Stretched from end to end of the envelope’s face is a four-color photograph showing the silhouette of a person standing on top of a mountain, arms reaching up toward the sun as it breaks through the clouds. Above the address box is copy reading, “Celebrate Life.”
Though small, the outer envelope shows some girth, packed as it is with elements that include a reply device, 45 personalized address labels, 16 envelope seals, a 7-inch-by-10-inch letter and a BRE.
The organization makes use of every piece of messaging real estate on each of the elements included in the mailing. On the back of the reply device, for example, are nine lines where respondents can fill out their “personal intentions.” To the right of the personal intentions are boxes that respondents can check to indicate who or what they would like the Servants of Mary to pray for. Options include: Holy Father, Peace of Mind, Loved Ones, Cure of Addiction and Respect Life in all its Forms.
And on the back of the two sheets of address labels is information on making a bequest to the Servants of Mary, a brief history on “The Servite Order” and a three-paragraph letter pleading for support in repairing the group’s basilica in Chicago. Below the letter are six black-and-white photographs, some showing the basilica as it was years ago, others showing workers fixing areas that need repair.
The letter is short and sweet, at one-and-a-half pages, thanking recipients for their past support of this address label package and asking them to renew their support.