July 2003

Q: I've read you're never supposed to use an insert in your mailing unless you have an excellent reason for doing so. Please provide your list of excellent reasons.

A: In my experience, the most effective insert for direct mail fundraising is the "buck slip" — typically, a 3 1/2 x 8 1/2 sheet of yellow or canary stock, printed in black ink. The reason to include this insert is that there is some late-breaking news — an emergency or crisis situation — that adds to the urgency to the need for contributions. In one recent instance, a buck slip like this worked very well because the late-breaking news was about a challenge match for all membership gifts made within a specific month.

Another good reason to include an insert is that the leaders of the organization feel strongly that the letter should have more than one signature. The problem is that dual — or even worse, multiple — signatures undercut the sense of "I-you" communication that is the foundation of effective direct mail. Thus we often suggest that one person sign one letter, and that a second letter — usually 7 x 10 inches on stock of a different color — be signed by a second person.

A third case in which an insert can be effective is when your package includes a "front-end premium." Mailing labels, stamps, a beautiful color post card, or a book mark are some of the commonly offered items. Of course, you need to test whether these inserts actually increase response for your particular organization.

A final rationale for inserts is one that has becoming increasingly important. New accounting standards mandate a "call to action" if you wish to allocate some of your direct mail expenses to public education. A post card to be signed and mailed by the recipient to an elected official or a corporate mogul can be effective for both fundraising and public relations.

As you consider these possible inserts, you should evaluate them against the central premise or concept that guides each package or fundraising appeal. For example, if your letter is about the financial crisis faced by your organization, then including a beautiful full color postcard belies your message.

You should also consider whether your insert might not work more effectively as part of the reply device. Often, we will have a tear-off portion of the reply device that will include a map, photo, a fact sheet, or even short additional message.

Finally, I hope all these suggestions about inserts reinforce the original premise behind this question: namely, inserts don't work in most situations. Inserts seem to distract your prospects and donors from reading the letter and from using the reply device to send their gift. In nearly three decades of direct mail fundraising, I've only seen a handful of cases where a brochure or a "lift letter" ("If you've decided not to respond") have increased response rates. So, when in doubt, leave it out!