When mailing out your fundraising appeal letters and pledge cards, the envelope you send it in can matter just as much as the design of your correspondence.
Why? Your envelope is the last step of your direct mailing process, but the first impression to your recipients. As they say, you never get a second chance to make a first impression, so it is important to give your envelope some thought as you pull together the entirety of your donor communications.
Here are the top three tips on maximizing the opportunity associated with your nonprofit envelope design.
Tip 1: Be creative about your donation envelope
Sure, envelopes are used to mail things like utility bills and holiday cards, where the bulk of what’s needed is a To Address, From Address, and stamp. However, those parameters can be expanded upon when mailing your organization’s fundraising communications. Here are some ideas to get you started:
- Consider using the flap side of the envelope, usually completely blank, as an area to design out (see Tip 3 for more details)
- Choose a stamp that’s colorful or even custom to your nonprofit
- Use your nonprofit’s color as the font color—or choose something other than black to stand out
- Use a wax seal or foil sticker to enclose your envelope
Remember to consider your envelope valuable real estate to utilize in the design process. As you think through your design, imagine how you can create a donation envelope template you can use repeatedly.
Tip 2: Make your envelope “stand out”
Aside from all the ways to jazz up the outside of your fundraising envelope, don’t forget to think about the physical envelope itself. For instance:
- Size: there are many options for the size of your envelope. In “envelope language,” this could mean something like a “#10 or #9 envelope,” or it can just be as simple as saying the dimensions—6 x 9 inches, for example. Just because letters are commonly sent in one size or another doesn’t mean you’re stuck with that. Try a larger or even smaller size than what routinely arrives in the mail to stand out from other nonprofits.
- Shape: similar to the size notes above, different shapes are available to mail your fundraising appeal materials in. These can be square, rectangular, or other. Just be sure to check with your local postmaster if you have any questions or concerns regarding your unique envelope choice.
- Material: the options for paper type differ more than you probably think. There is paper that feels silky smooth and paper that feels like velvet. There’s paper that’s thick, thin, see-through, shiny, matte, and more. Consult a professional printer if you’d like to see the full range of envelope texture options. Remember, you want it to stand out.
- Color: of course, you don’t have to stick with a white or off-white envelope. Just like paper, envelopes come in a wide range of colors to help your direct mail stand out.
One exercise to help you think more creatively about this is to gather all your mail for a week and compare it against each other. Which pieces stand out to you? If none do, then at least that gives you intel as to what you want to avoid if you want your envelope to stick out in the pile.
Tip 3: Use every bit of space
Remember, just because the envelope holds your appeal letter doesn’t mean that you can’t utilize it as additional space to print taglines (e.g., “A special message from [insert nonprofit name]!” or “Thank you for your support!”) on the carrier envelope.
If you’re having a graphic designer lay out your appeal letter, ask them their thoughts on what design elements you can add to the envelope to tie into the letter and create a cohesive piece.
Take time to review your direct mail appeal envelope today. If your nonprofit has not mastered the pledge card or method of response, download our free pledge card template. With simple envelope and pledge card updates, you can see dramatic results for your direct mail appeal and raise more money with little staff time.
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