What's Above Your Fold?
For thumb-through donors, they missed your great opening. All that angst over getting the copy just right to make your offer as compelling as you can, and your letter doesn't get read.
Above the fold is precious real estate. St. Labre and IRC use the pull of a story. UNICEF and WWF make sure you see the back-end premium offer right away (although, in fairness, you can't miss it in the WWF package since it's all over the outer envelope, too). Joe Biden uses a threat.
Use whatever works for you, but use something. Make the top panel of your letter work as hard as your carrier envelope did to simply get opened in the first place.
And insertion order matters. The return envelope typically holds little allure, so if you have a great insert about your offer, rather than bury it in the middle of the package, put it in front of the reply envelope. Make sure those thumb-through folks see it first … so they turn into content-pullers and engage with you.
Kimberly Seville is a creative consultant and nonprofit copywriter. Reach her at firstname.lastname@example.org