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The brochure, like the PPFA pamphlet, is compelling in its combination of arresting design elements and text. In this case, the design elements are the colors used in the brochure — deep black and red — and black-and-white photographs. Headlines like “Saving Lives” and “Commitment: Answering the Call” in reverse type (white) literally jump off the page.
Like the PPFA pamphlet, this brochure does a great job of putting the organization’s cause — and responsibility for the cause — in the hands of recipients.
Other elements in the mailing — sent in a white, No. 10 envelope — are an 8.5-inch-by-11-inch, double-sided letter, a 7-inch-by-8.5-inch reply device and a BRE. The ask string on the reply slip has lasered in donation amounts, in this case, $100, $150 and $200, which I find intriguing. These amounts are, most likely, lasered to match a donor’s previous gift amount, a subtle personalization technique that’s really smart.
Not only does personalizing the ask string bring the organization one step closer to getting the highest gift it can from a donor, it shows recipients that the organization is paying attention to their giving capacity. Who wouldn’t want to be associated with a smart organization like that?
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