What's Above Your Fold?
Disabled American Veterans's letter has a personalized message to me at the top with swipes of yellow highlighter over it: "Kimberly, your contribution of $27 means so much to the 137,265 disabled vets in [your state]." Flipping past that I found a bunch of DAV's hallmark premiums, a daily planner, metallic "Made in America" flag stickers, and a coated sheet with a punch-out bookmark and credit card-sized calendar. All very colorful components and not much copy visible, it's all about the goodies.
The first thing I saw in both UNICEF and World Wildlife Fund (WWF) packages was an image of the back-end premium offered. UNICEF's is a buckslip about the T-shirt inserted in front of the letter. WWF's zippered cooler bag's headline and photo take up the entire top panel of the letter.
The piece from Sierra Club is an everything-but-the-kitchen-sink package, and looking inside the first thing I noticed was a colorful glossy insert that turns out to be a big map of the United States. It's surrounded by several inserts, one of which is a slick about the back-end backpack premium, a buckslip about a special $19 renewal rate offer, a buckslip about founder John Muir, and somewhere in the middle, the letter.
From the Democratic Senatorial Campaign Committee, a headline below Vice President Joe Biden's name reads, "FIVE — The number of races Republicans need to win this year to seize full control of the federal government." If that doesn't grab Democratic donors' attention, I don't know what would.
Don't let this happen to you
Here I don't name names, but in several cases the first and only thing I saw when I thumbed open the carrier was either a return envelope or nothing more than a logo and "Dear Friend" or "Dear Ms. Seville." The letter copy was all below the fold, hidden.