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A different kind of lift
Deborah Block and Paul Karps

January, 2011

Okay. We admit it. Whenever we dig through our mounds of samples looking for a package to write up for our What’s Working column, we’re always on the prowl for something new and different. Something that makes a mailing stand out from all the rest.

Now granted, different doesn’t always correlate directly with better. Nor does it necessarily lead to improved results. Oftentimes, in fact, being different can be counterproductive and actually translate into lower numbers.

But that’s where testing and statistics and confidence levels come in. For the purposes of What’s Working, we’re strictly looking at what subjectively strikes us as interesting. Like this donor mailing from World Vision, a Christian humanitarian organization working around the world to tackle the causes of poverty and injustice.

It’s the envelope that immediately caught our eye. Right off the bat, it’s an odd size. Not the standard 6 x 9”—but a slightly larger 6 x 9-1/2” with a window.

The game-changer, as you can see below, is the flap that reads “HELP HIM SEE PAST HIS PAIN AND HUNGER.” with the “LIFT HERE” tab.

Then, when you lift the tab, there’s the same boy with flourishing crops behind him—not an arid wasteland—with the message, “HELP HIM SEE HIS FUTURE.”

By the way, the teaser on the back side provides the underlying theme of the mailing: “YOUR GIFT MULTIPLIES 4X TO GIVE HUNGRY CHILDREN LIFE-SAVING FOOD, RESILIENT SEEDS, AND A CHANCE TO THRIVE.”

The 8-1/2 x 14” two-page letter, with attached reply slip, continues the theme: “HE SEES PAIN & HUNGER. WE SEE POTENTIAL”—and tells the story of a nine-year-old boy from the Democratic Republic of Congo.

The mailing also includes a nifty insert, measuring 3-3/4 x 8” unfolded. Showing, in a clever, graphic sense, how you can “Help Hope Grow,” the piece unfolds vertically to a full 18-1/2”.

Copy throughout the package is well-written, while the overall Marketing Concept is emphasized from start to finish: “Any amount you send goes 4 times farther to give hungry families urgently needed food, powerful drought-resistant seeds, and the tools they need to change their fate. And give children a chance to see a better future.”

As is so often the case, the outer envelope is what catches our attention and piques our interest. But it’s the rest of the mailing that really hammers home the message in classic direct marketing fashion.

Sort of different, but with a strong helping of the tried-and-true. It all adds up to a compelling combination!

To see this entire package, click here.

Copywriters Deborah Block and Paul Karps are partners in BK Kreative, 1010 Varsity Court, Mountain View CA 94040, phone (650) 962-9562 begin_of_the_skype_highlighting              (650) 962-9562      end_of_the_skype_highlighting, email bkkreative@aol.com.



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