A #10 envelope from Covenant House is covered in retro 1960s
flowers, with the headline, "A Special Gift for you
inside."
Demonstrate exclusivity
A 6 x 9 envelope for Nature Conservancy shows wetlands,
forests and coastlines and bears this teaser headline: "Your
exclusive briefing on Canada's most ambitious campaign for
conservation."
Ask a question
A #10 envelope for Habitat for Humanity features a photo
of a tape measure and the question beneath: "How do
you measure hope?"
Arouse curiosity
Doctors Without Borders features a photo of a hand holding
the special bracelet that doctors and nurses use overseas
to asses children for malnutrition. The headline reads:
"See inside for a very useful little bracelet. Try
it on!"
Create urgency
The Salvation Army features on its #10 outer envelope a
"to-do" list featuring the days of the month from
December 17 counting down to December 25, which is circled.
The headline, written by hand, says: "Urgent: Christmas
Countdown! Please help us get ready!"
Capitalize on current events
Doctors Without Borders uses a broad red stripe across its
envelope with this headline reversed out in white type:
"7.5 million Afghans in humanitarian crisis."
Stamped across the envelope in a stencil font is this subhead:
"Was and Winter in Afghanistan."
Use both sides of the envelope
A mailing for the World Wildlife Fund features on the front
a tiger asleep on a log that stretches from one side of
the envelope to the other. On the reverse side of the envelope,
a square window reveals some teaser copy and a premium inside.
Involve the donor
Doctors Without Borders shows an immunization card and this
teaser: "As a child, you conquered this deadly disease"
Use an invitation
Hope for Children Foundation intrigues donors with this
headline: "Your invitation to turn a life around by
one degree."
Promise a benefit
InTouch Ministries features a 6 x 9 envelope bearing a photo
of a hand holding a remote control pointed at a television.
On the television is Dr. Charles Stanley, television preacher
and founder of InTouch. The teaser copy beneath the remote
control says: "Why you need to grab this on May 1st."
Announce news
Trans World Radio intrigues donors with a photo of a man
from Central Asia and this headline: "Exciting News
Inside: New TWR broadcast signal going out! Millions in
troubled region to hear the Gospel!"
Add human interest
Hope for Children Foundation features a photo of a smiling
mother holding her smiling daughter. The headline reads:
"This Christmas, celebrate the impossible."
Hint at success
A letter from Oxfam shows a girl standing at a blackboard.
The headline says, "Pascaline will change her world."
Alan Sharpe is a professional fundraising letter writer.
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