April 2002

Making the most of an insert
by Deborah Block and Paul Karps

GRANTED, to us at least, the best part of writing a direct mail fundraising package is wordsmithing the letter. But we also know that inserts — those pieces included in the package along with the reply device and reply envelope — can contribute mightily to a mailing's success or failure. For as much time as we spend writing the actual letter (and reply), sometimes it's a great insert that can be the real hook in an appeal.

So what kinds of inserts can you enclose in a fundraising mailing? Suffice to say, you're limited solely by the extent of your imagination and creativity. As long as the insert serves to reinforce your package's overall Marketing Concept, that is.

First off, therefore, we'll review some of the basic categories of inserts. Then we'll move on to three examples that strike us as being particularly effective. One caveat, though: We will not be including any item considered to be a donor-based premium or freebie (address labels, decals, etc.). That's grist for another mill!

Lift notes

One of the most common inserts is the lift note. This is a second letter that accompanies the package's main letter. As such, it's usually designed to stand out and look distinct from the main letter. Typically, it's printed on a smaller sheet of paper with different letterhead-oftentimes on different stock and color.

More important, the lift note ideally should be signed by someone other than the main signatory. That's because its underlying purpose is to provide the reader with a second perspective — a second reason for giving, if you will. So it should come from a second source.

There are two main types of lift note: those addressed to the reader directly (though, in most cases, they're of the generic Dear Friend variety) and those sent to the organization (and then, presumably, forwarded on for the recipient to read). The latter approach is quite useful if you want to include a thank-you letter from a grateful person helped by your organization.

Memos

A variation on the lift note, a memo can be a perfect way to delve into programmatic descriptions that may be too detailed for a letter — and might thereby slow down its flow. Like a lift note, the memo can be printed on different-sized paper to stand out (including the larger 8-1/2 x 14" sheet). It can be addressed to the donor from the letter signer or to the letter signer from someone else (such as a staffer in the field). In the latter instance, the idea is that this memo is so important the signer absolutely must share it with the recipient.

Memos work particularly well in housefile appeals. That's because they can be framed in such a way to make the donor feel like a true insider, receiving information that only "good friends like you" are privy to.

Buckslips

A buckslip is a smaller piece of paper — typically without a salutation and unsigned. This component imparts some specific information that needs to be added to what's said elsewhere. It could refer to a new crisis situation that's arisen since the rest of the package was prepared (as was the case with countless mailings following the events of last September 11). Printing on a different-colored stock — for example, canary yellow — serves to draw attention to this type of buckslip.

However, buckslips can also be used to promote back-end premiums . . . encourage giving at a higher level . . . hype a special event . . . list a full range of membership benefits . . . or offer tips and/or helpful hints specific to an organization's mission. In fact, feel free to mix and match — since buckslips are usually typeset and can be printed two-sided (with four-color photos).

Information sheets/factsheets

Information about a specific project or series of projects can also be included in an 8-1/2 x 11" or legal-sized format. Once again, moving this information to the insert can serve to keep the emotion of the letter copy flowing smoothly, unencumbered by programmatic detail. Graphic elements — such as charts, illustrations, maps, and photos — can then be used to jazz up the look of the insert.

Photos

The use of individual drop-in photos can be an effective way to involve the reader more emotionally into your package. Instead of just reading about that child your nonprofit is helping in Honduras, the inclusion of an actual photo puts a face on your good work (while warming the reader's heart). On the back side, a handwritten caption or note makes this technique even more compelling.



In lieu of one (or more) drop-in pictures — which may or may not be within your budget — you could insert a single page with a series of photos and captions. Think of it as a photo diary or journal that you want to share with your reader.

Brochures

While we feel obligated to include this as a legitimate insert category, we also do not hesitate to say we hate brochures. Study after study shows they depress response in fundraising. Why? Because they distract the reader from the letter and the selling proposition.

But wait. You say your brochure is more like a three-fold 8-1/2 x 11" piece of paper specifically crafted for a particular appeal to enhance your package's theme with photos, stories, and additional background . . . and it repeats the Ask? Oh, well that's different! (Just don't call it a brochure . . . and we'll stay friends.)

By the way, the one possible exception to our crusade against brochures is when it comes to planned giving. A planned giving brochure in a package pitching planned giving makes sense. But not if the package is about something else.

Greeting cards

An attractive greeting card from the organization to the recipient can add appeal to a package — whether it's to mark the holiday season, Mother's Day, a special anniversary, or just to say "thank you."

Yet consider this variation on the theme: You can include a greeting card to be signed by the recipient, returned (with the reply slip and gift, of course), and then forwarded to some thankful person served by your nonprofit.

Now, here are three additional inserts we find especially appealing. In each case, the insert serves as that package's centerpiece and is an integral part of its Marketing Concept.

"SKETCHES ENCLOSED"

This is the outer envelope teaser copy for a Habitat for Humanity appeal to donors. The four-page letter describes an ambitious pilot program featuring Easton Meadow — a Habitat subdivision in Knoxville TN — and tells the story of one needy family's home in this new neighborhood.

The enclosed "sketches" are two full-color artist's renderings of this new subdivision (with handwritten captions by founder Millard Fuller). The first shows a plot-by-plot layout, including trees and parks. The second, shown here, provides a stunning look of Easton Meadow (complete with neighborhood dogs).

A diary from the field

In one World Wildlife Fund special appeal to members, the package spotlights the group's efforts to save imperiled rhinos — featuring its innovative work translocating animals from one national park in Nepal to another 12 hours away. Accompanying the four-page letter is a 10-1/2 x 7" insert, folded in thirds to measure 3-1/2 x 7", entitled "Diary of a Conservation Success Story." Copy is taken from the real-life diary of WWF field staff (with photos and captions on the reverse side). Note also the "homespun" graphic look, which is repeated on the outer and on the reply. (After all, it's supposed to be coming from Nepal!)

A holiday shopping list

This year-end housefile mailing from U.S. Fund for UNICEF plays off the traditional gift-giving mentality of the holiday season. But, as the two-page letter explains, "when many of us in the U.S. are shopping for the latest toys and games for children in our families, UNICEF is striving to secure items on an entirely different — and much more essential — 'holiday shopping list.'" The reader is asked to look over the enclosed "2001 HOLIDAY SHOPPING LIST:" an 8-1/2 x 14" sheet folded into fourths. The outer, folded panel reads: "Take a look at how far we can stretch your contribution . . ." And as you unfold the sheet, ". . . and the impact your gift can make to bring hope to vulnerable children during the Holiday season!" The back panel includes a pie chart showing "How UNICEF Allocates its Resources."

Managing Editor Deborah Block and Paul Karps are partners in BK Kreative, 1010 Varsity Court, Mountain View CA 94040, phone (650) 962-9562, fax (650) 962-1499, e-mail bkkreative@aol.com.

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