If you’re contemplating a cost-effective test without re-designing a new package, consider testing a new envelope. Donors often open envelopes based on what they look like and what they say, so these factors can make or break your entire direct-mail campaign. That’s why today we’re sharing with you “10 Envelope Test Ideas to Increase Response -Tools & Tips.”
10 Envelope Test Ideas to Increase Response—Tools & Tips
Envelope Size
Using a larger outside envelope oftentimes leads to higher response rates. Try this approach with your major or monthly donors.
Closed-Face Envelope
Using closed-face envelopes with handwritten fonts, while more expensive, is another approach that works well with high-dollar donors.
If your organization doesn’t have a major gift program or needs a refresh, Major Gift Fundraising – Tools & Tips provides essential information to create and sustain a successful major donor program.
Window Envelope
Double-window envelopes are an effective way to showcase colorful premiums like address labels, membership cards, and greeting cards. Testing a polybag mailer may prove to increase response for larger premiums such as calendars.
Envelope Stock
Oftentimes, different stock motivates prospects and donors to open the envelope: a unique appearance catches the eye. Think about testing brown Kraft, full-color, glossy, or cardboard stocks. Does your current outer-envelope (color, shape, size, etc.) grab your attention, even when mixed in a pile of mail?
10 Envelope Test Ideas to Increase Response — Tools & Tips
Live Stamp on Envelope
Make your mailings more personal by adding live stamps to the outer envelope, rather than using pre-printed indicia. Live stamps have been shown to increase response rates. Even though there will be an extra cost to affix them to the outside envelopes, the higher response and oftentimes higher-than-average gift will compensate for the additional expense. This is a great time to test a live stamp on your reply envelope.
What Makes an Envelope Stand Out?
Ten Envelope Test Ideas to Increase Response—Tools & Tips
Corner Card
What does your corner card look like? Try adding “From the Office of the President” in a handwritten font. Create a colorful mock label or use your organization’s presidential seal if it has one. Sometimes, putting your return address on the back flap, rather than in the corner, can also increase percent response.
Envelope Teaser Copy
Envelope teaser copy is an inexpensive and effective way to pique donor interest. The copy can range from “special message for you inside,” to ”how you can help,” to an “important announcement about your programs’ fundraising needs. Does the messaging or visuals on the outer envelope make you want to open it?
Images on Envelope
Images can oftentimes increase results. Try featuring a photograph of someone your organization helped on the outside envelope. Then tie the image with compelling teaser copy.
Graphics on Envelope
Seasonal and holiday touches such as flowers, pumpkins, and snowflakes can make outer envelopes more engaging to the donor during certain times of the year, especially if you tie them in with your organization’s brand.
Envelope Color
Redesign your outside envelope without sacrificing your brand. A new graphic or color can go a long way when competing with other mail in a donor’s mailbox. I’ve had success revitalizing direct mail-acquisition campaigns by using different paper stock and a series of colored outside envelopes. Oftentimes, a burst of color can be enough to intrigue a prospect and get them to finally donate to your cause.
It is important to be mindful about utilizing expensive paper or costly finishing methods because this may lead donors to think their contributions are not being spent wisely.
Don’t overlook the details that go into creating a fundraising envelope. If you want donors to open your direct mail-package, utilize these 10 envelope test ideas to increase response. It’s worth thinking through the strategic approach and details of your outer envelope. A smartly-designed outer envelope can increase response rates.
Write Choice Marketing—Helping nonprofits maximize donations through compelling copy and donor responsive strategies.
If you found this post useful, please follow us and share it with others! Thank you.