Designing a Standout Appeal Mailing Amid a Paper Shortage

Year-end fundraising is a critical effort for nearly every nonprofit, and the mailbox is crowded with competition at that time of year. For a recent annual appeal, a massive envelope and paper shortage left over from pandemic supply chain issues meant full-color outer envelopes could not be printed. The mailing still had to grab attention and move donors to give within those constraints.

The New York-New Jersey Trail Conference stewards more than 5,200 acres of preserved parkland and helps build, maintain, and protect over 2,150 miles of hiking trails across northern New Jersey and southern New York, and Trillion has designed its end-of-year appeal mailings for many years.

A Single-Color Mailing Built to Convert

Rather than full color, Trillion printed a single color on brightly colored green paper, and it was a success. The mailing included a bright green outer envelope, a personalized full-color letter with an informative z-folded backside, a personalized response card with previous giving history and bump gift options, and a reply envelope. Premium gift options were offered for support of $150 and up, with the ability to opt out of the premium, and QR codes let donors show their support directly from their phones.

Results

The QR codes included in the mailing generated nearly 75% of the total amount raised by the mailing. The work earned a GDUSA American Graphic Design Award for Direct Mail + Email Marketing.

GDUSA American Graphic Design Award: Direct Mail + Email Marketing