Up to 40 percent of nonprofits’ total yearly contributions come between Thanksgiving and December 31. So, potential donors will receive several or more asks to donate within this period. Which one can get the most donor responses? Is the one with an engaging picture? Or the one with a touching story? These are all key factors, but we can think further. From the user experience perspective, the donors’ experience starts right after donors open the envelope. Thus, my team created a new layout to renew the donors' experience.
People will get bored of seeing the same looking mails year after year, so will designers.
This year, the design director wanted to create new wireframes for the campaign. We viewed many direct mail samples, shared our own experience of opening an envelope and unfolding a mail. We found that people would be more delighted to unfold a mail with curiosity, and won’t wasting time on a suspected junk mail. Therefore, we wanted to innovate a design that would help attract people's attention and led them to unfold the mail.
Just like when reviewing a resume, the initial look of the mail is so important that it can almost decide whether it would be read or enter the trash. But what’s the first impression? It won’t be the whole layout at all, but how it looks when you pull it out from the envelope.
With an envelope in hand, we can open it from the short edge or the long edge. In both ways, you can only see a quarter of the mail. With large possibilities, you will see the folded mail with the short edge (the long side when unfolded) upward because of your hand movement. This is what we found and wanted to take advantage of.
Usually mails use the vertical layout. But we decided to make a horizontal layout so that the donor could have a large possibility to see the mail in the right direction. In order to increase the donor’s curiosity, we used a large image which covered 3/4 of the mail’s front side. Furthermore, only a part of the image's subject would be shown on the revealed quarter to entice the donor to unfold the mail and read the letter on the back.