![]() ![]() So here it is a quick and simple guide to addressing your wedding invitations. Just when you think you’ve done the tricky part getting the invitation wording perfect, reflecting you, your day, the time has come to pop your little lovelies inside their envelope, add a stamp and send them on their way! But now there’s another decision, looking at your guest list with a random mix of singles, couples, families, a Doctor, what do you write on the front of the envelope? This isn’t going to be as simple as you first thought, with so many different options to consider (married couples, unmarried couples, singletons, those with plus ones) and titles to get right (Mr, Mrs, Ms, Dr. Not a good idea to upset the receiver of your gorgeous invitation before they’ve even opened the envelope! Couples have found our ‘ Wording Your Perfect Wedding Invitations‘ a really handy guide so we thought we’d offer you a helping hand and put together a simple guide on wedding envelope addressing etiquette. Professor Siegfried Vogele says that, “if you are presenting a solution to a problem for the target audience, they will want to read what you have to say.We know that when planning a wedding there are a million and one things to plan, prep and do. There are, however, a handful of “Goldilocks” moments for a tagline-when using one can be just right. And teaser copy puts you into a shouting match with the other pieces of mail.” Jerry Huntsinger makes a great point in his tutorial: “The problem is that a teaser is a dead giveaway that your mailing is promotional material. Slap a bad teaser or tagline on your fundraising envelope and it might as well read, “We’re asking you for money!” In this instance, the tagline can actually hurt your response rates and speed up your appeal letter’s trip to the recycling bin. Don’t scare people off by overtly announcing your mail piece as a solicitation On the other hand, a Dartmouth alumnus- who stayed in this very cabin and has a strong emotional connection to the photo-is going to open this envelope right away. The average person would see a picture of an unrecognizable and dilapidated house, assume it didn’t relate to them, and probably toss it. If you have a photo that can truly evoke a unique, targeted emotional reaction in your recipient, use it! Think about identity, concern, compassion-these are the emotions that inspire action. ![]() In fact, the more plain your fundraising envelope, the more mysterious its contents and the greater chance the donor will open it.īut, as we all know, sometimes a picture is worth a thousand words. Jeff Brooks noted that “in direct testing, an envelope with no image and no teaser outperforms one with a teaser about 75 percent of the time.”* This sounds great in theory, but it can actually backfire. To stand out in a sea of mail, nonprofit organizations often try to differentiate themselves by including a photo or tagline in their fundraising envelope design. So how do you ensure that your appeal letter doesn’t get tossed but instead, as Tom Ahern says, gets “ripped open with as much anticipation as possible?” Don’t be mistaken for junk mail or advertising You can’t receive a donation from your potential donor if they don’t open your envelope. The design of your outer envelope is an important aspect of your fundraising mailing. You’ve considered every element carefully, used donor segmentation to focus in on constituent groups, written the perfect copy, and designed the best reply card. You’ve worked hard at creating the perfect fundraising package. Imagine this sad scenario-your donor checks the mail, takes one look at the envelope containing your fundraising letter, and tosses it into the recycling bin unopened. ![]()
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