Taglines – a simple line that can make or break your package. Will it get opened or thrown in the recycling bin? Make sure you get this part right!
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A weekly look at how charities can communicate better with donors through design.
Taglines – a simple line that can make or break your package. Will it get opened or thrown in the recycling bin? Make sure you get this part right!
i need to remember to lift the samples higher! sorry about that!
Hi John,
Great stuff! Two comments. First, as you note, the #1 reason to use a tagline on an O/E is to get the recipient to open the envelope and read its contents. It does have to spark enough interest/fear/curiosity to get the reader into the package, but it doesn’t have to specifically be about “you” the prospective donor. Second, re: H&S (and I.H.) referenced samples, these – and other charities – using this creative approach (i.e., detailing a donor’s giving history in the package) better have a clean-as-a-whistle and accurate database upon which they’re drawing this information from. Personally, I think this type of appeal is too much like an invoice or billing statement, reducing the donation to a mere transaction. Hopefully these charities tested the approach first; I too am curious about the results!