And the Winning Package is…
Just returned from the DMA NonProfit Conference in Washington and one of the more interesting sessions was on recent creative tests undertaken by some of the largest US non profit mailers over the past year. Their most notable findings?
Possibly not surprising….. the most basic packages won each time.
Countless beautiful, compelling and catchy packages were shown in competition with plain white envelopes displaying teasers along the lines of ‘Annual Fund’ and ‘Supporter Card’.
Speculation was that there are just too many “wow” packages and that moving to “plain white envelopes” may be the best way to get noticed. My hunch is that donors want a clean and clear message and that we do have to ‘read’ the current market offerings when developing our concepts.
Would love to hear your responses. What have you found in your testing over the past year?
