“You” may be the most powerful word YOU can use.

Project: General donor cultivation appeal

Purpose: To raise funds for people who are hungry, homeless and battling life-controlling addictions.

What’s unique: Sometimes it’s the simple touches that ensure direct mail is what it always should be: one-to-one communication. The red envelope and simulated return address sticker immediately make this package seem like what it is: a Christmas card from a friend.

Results: A high response rate helped this kit return nearly twice the average income for an appeal.