Opening the Mailbox

Person opening a mailbox with a letter insideThe look and feel of direct mail materials, whether physically or virtually crafted, impacts its recipient.

Written appeals are intended to prompt a response. They could be used to gain financial or member support, recruit volunteers, or court potential community partners.

There are four key elements to an individual appeal letter:

PackagingTimingAudienceMaking the Ask
  • Envelope
  • Subject line
  • Letter or visual
  • Enclosures and links
  • Reply device
  • Reply envelope
  • Time of year
  • Day of the Week
  • Time of Day
  • Number of Communications
  • Who will receive the letter?
  • How and when will they be reached?
  • How will they be addressed?
  • What is the purpose of your appeal?
  • How much are you asking for?
  • Why shoud someone get involved?