How can I be tired of Christmas already… Oh – sorry – how can I be tired of the “Holiday Season” already? In the direct mail world, it really ’tis the season – oy yoy yoy… Everyone wants Christmas – but don’t say Christmas. Everyone wants pretty bows and patterns – but please no “Christmas trees”. It’s got to look good and festive – and only in 2 colours please!

It’s the season of the “year-end” appeal. The last kick at the can as they say – the last chance to convince your dear donor to please, please, please help us at this important time of the year.

The Year-End is very important for those charities that fund raise via direct mail. Its the calendar end of the year, which includes Christmas – a time of sharing and giving so it’s natural to tie those together. But why does everyone have to do the Christmas/Holiday Season approach?

A less common approach is what I like to call “The Steve Thomas Special” in honour of my former mentor – Steve Thomas… a collect gasp could be heard in the boardroom when Steve asked us to do “another thermometer package”. And then a groan.

But you know, they were always effective. The message was – it’s the end of the year – he’s where we are at financially – but this is really where we want to be. Real numbers. Real important. And with urgency please. And often/always with a big blaring thermometer.

Forget the sticky toffee, forget the bows and snowflakes – dammit people! We need your help before we get to December 31!

Good stuff.

So if you are in the midst of preparing for your last mailing of the year – have a good think on your approach. But for Pete’s sake, don’t mail it in a #10 – even if you are bent on the holiday theme – everyone is doing that…

Listen and this is important, I recognize the fact that certain things work – but often the ideas you see everyone else doing are performing average… find ways to make yours stand out more (how many times have I gone on about this?) and make your messaging urgent… intriguing… relevant… timely. It works.

So there’s a gift from me to you. Merry Christmas.

I  laughed last week when reading Jeff Brooks post about “Ugly Coupons Boost Fundraising Response“. Jeff writes:

“Print designers hate coupons. They’re ugly, blocky, inflexible, and they can violate more brand graphic standards than you can shake a stick at. Fundraisers love them. Because they promote response.”

He refers to those clip away coupons you see in print ads.

Here’s my two cents on direct mail coupons: I’ve done more 8.5″ x 3.5″ – 2/2 coupons in my career than I would care to admit. My response to Jeff’s post was this:

“Hate” is such a strong word. I actually don’t hate coupons. What I hate is clients who want a 50 word affirmation line (and there MUST MUST MUST be a check mark at the beginning of it), the lasered gift array set in 18 pt type, room for cheque and credit card info (with LOTS and LOTS of leading please!), room for the donor to write their email, opt ins/outs for e-newsletters, legacy info, logos, return addresses, turn over option for monthly giving, AANNDD it needs to show through the exterior envelope so there needs to be space for the donors lasered name and address and – right – don’t forget the fulfillment house needs coding below the name and also in the top right set in 12 pt OCRA type with 0.5″ of white space around it – and all of this needs to be designed (Please make it donor friendly!!!) on a 8.5″ x 3.5″ coupon. Hhhhmmmm. You’re right actually. I do hate coupons.”

Of course coupons lift response. Be it in print ads or direct mail packs. But when we begin to jam every piece of data collection and check box known to man kind on them – well – I would have to argue they aren’t very donor friendly anymore are they?  And trust me I have quite a few shocking examples of this in my collection. Nothing say’s “you are a valued donor to us” like long lasered code numbers all over the place and 6.5pt type – does it?

Extra reading: Ted Grigg wrote first about this subject in his Reflections about Direct Marketing Blog in his post Avoid Coupons in Print Advertisements. True or False?