This package, although simple, accomplishes several tasks well. First, it makes the reader care. On the front of the #10 outer, a large black-and-white photograph of a family in need. It takes up almost half of the face of the envelope. The teaser acknowledges the contributor’s past support with an emphasis on “your.” Inside, the image is repeated on the letter, which asks for another gift because Catholic Charities of San Francisco had not yet met its goals for the year.
Second, it thanks the donor for his or her continued support. The back side provides positive data and where their contributions go. The response rate for this effort is a hard-to-beat 5.89 percent, and the packaged generated $243,965 in income.
