Direct mail remains one of the most effective ways to engage donors and boost contributions, especially when it’s done right. In this blog, we’re diving deeper into the creative strategies behind Salvation Army's direct mail appeals. What makes these campaigns so successful? Our team of creative experts is here to break down the tactics, design principles, and messaging that capture attention and inspire action. Whether you're looking to improve your own direct mail efforts or simply seeking inspiration, these insights will give you the tools to craft more effective, donor-driven campaigns.
The reply device is a really important component of a direct mail package because it’s the piece that the donor fills out. Make it easy to read for the donor. Let’s assume our donor is 65 or older. She’s not going to be able to read 7-point type. So you need a strong headline, a reiteration of the offer, and readability.
The challenge is that there are disclaimers we are legally required to place on reply devices. It takes skill to get everything where it needs to be, but still keep it easy to read with clear directions about what to do.
The whole direct mail package is asking donors to give. In every element of the package, you’ve been trying to seal the deal and get a donation, and you really don’t want to provide an impediment right at that point where a donor is getting ready to give. It has to be clear.
A small-letter format can be really simple. The urgency here is that this goes out in the summer when donations typically dry up — not just for The Salvation Army, but in general. People are on vacation and it’s not really the giving season. It’s short, but also powerful and effective. This package proves you don’t have to create something complicated or expensive for it to resonate with donors. This package does quite well.
A simple #10 package with a letter and reply device has no bells and whistles. It’s a general services appeal for The Salvation Army. The control uses a graphic on the letter — just a small visual detail. This was our control for a long time. Then, we tested a photo and a different headline on the letter against the control. A compelling photo paired with a compelling headline. Very simple test. That test beat the prior control package. That’s the importance of testing, though. You can never say that photos will universally win against a control every time. That’s why you test.
Printed handwriting fonts make it look hand-touched. Even though people kind of know that there are fonts that can do this now, it still registers as something that has been hand-touched and personal to help it stand out. It calls attention to the package.
It also adds urgency because with the handwriting, there’s a subtle suggestion that this was ready to go out, but somebody went and added something to it, hand-touching it and emphasizing something.
Plus, it’s a great part for scanability. If I’m looking quickly at my direct mail, then I’m deciding whether I’m going to keep it, open it, or throw it in the file box. Standing out in the mailbox is key. Something that looks hand-touched will stand out. Testing results prove that, too.