4 sure-fire ways to get your appeal envelopes opened

A well-crafted appeal letter compels people to make a gift to your organization, but the letter can only inspire donations if it is read. That’s why it’s important to consider the impression your envelope makes. Sarah Gnerre of Kirkwood Cultivate recommends imagining your grandparents receiving your appeal. When they hold the envelope, it should be a tactile, trustworthy moment. The recipient is probably already familiar with your organization; the envelope is opening a path for them to communicate with you.

Sarah’s 4 actionable tips to help ensure your appeal envelopes get opened

Tip #1: Avoid using envelopes that look like a bill or junk mail

These ideas can make your appeal envelope more attractive:

• • Be mindful of where the bar code is placed; when it is printed against the mailing address, recipients may think it is a bill. Instead, tell your printer, “I don’t want the barcode right against the address. I want it in the bottom left.”
  • Use non-window envelopes. Window envelopes can feel impersonal, like a utility bill.

Tip #2: Use a standard envelope size

Stick with a #10 envelope. In Sarah’s experience, this is expected and effective. If you want to change it up, an invitation-style envelope can be a good alternative. But, be aware that this choice will impact the design of your entire appeal; an invitation-style envelope gives you less room to work with for your solicitation.

Tip #3: Be thoughtful when it comes to creativity

• • A great tagline can be effective, but the wrong tagline can be a deterrent. If you’re not confident in your tagline, don’t include one. The lack of a tagline is more effective than the wrong tagline.
  • Consider using an image that helps convey a problem or urgency.
  • Include the digitized signature of the letter’s signer above the return address. The signature adds a personal feel.
  • Don’t waste time handwriting the envelopes; save that effort for adding handwritten notes to the solicitation letter instead. But, you could consider using a handwritten font for the recipient’s name and address.
  • Use a legible font size, no smaller than 12 pt. Again, think of your grandparents receiving this envelope in the mail; it needs to be easily readable!

Tip #4: Don’t let your decisions be dictated entirely by your budget

Consider the question “How easy is it for donors to respond to this appeal?” and keep that question at the center of your decision-making process. Making decisions based exclusively on your budget, for instance, can result in raising less money. An example Sarah shares is foregoing an envelope entirely and sealing a donor communication with a sticker instead. You may have saved money on envelopes, but many recipients will ruin the piece when they try to open it, or they may forego opening it at all.

Conclusion

Sarah’s recommendations will help you make sure you’re sending your appeal letters in envelopes that make a positive impression on recipients. This means they’ll be more likely to support your organization with a donation.

About Sarah Gnerre: Throughout her career, Sarah has been fortunate to have raised millions from generous donors. In 2018, she joined a donor communications firm. With Kirkwood Cultivate, she is enjoying the role of advisor to nonprofit development communications professionals, guiding them to spend their messaging dollars wisely and effectively. She served as vice president of development at Anna Jaques Hospital, and managed major gifts programs at Bentley University and the University of New Hampshire. She served as director of development at The Music Hall (Portsmouth), New Hampshire Symphony, and NH SPCA. Her volunteer board service includes USA Yoga Federation, Association of Fundraising Professionals Northern New England, Arts in Reach, and Pontine Movement Theatre, among others.