There is an ongoing, armed conquest being waged in our mailbox.
Whether it was my donation to a certain political party that flagged my name, or perhaps a popular consumer magazine subscription, the ensuing barrage of fundraising mail from veterans’ associations is non-stop in our mailbox.
Regardless, the creative pitches are stunners, and deserve a closer look. You are hereby invited to read my mail!
Most of these charities are profiled and rated on Charity Navigator.org, which strips away the emotion to detail actual performance against their stated missions.
The Disabled Veterans National Foundation takes overwhelming force to a new level with their glossy, Flat-sized embossed package. Despite the red-stenciled “DO NOT FOLD” our faithful USPS carrier did just that to get it in the mailbox. It measures 12 x 15, and according to the weigh scales at our grocer’s fish counter, weighs 13.4 ounces. If that seems heavy to you, perhaps we have been paying too much for our halibut.
Inside this doormat-sized kit is a desk pad, calculator, calendar book and ball point pen. Along with this prefab office kit is a $2.50 check drawn on a Bank of America account. Surely a mistake, it is signed, dated and made out to me. In the enclosed letter, the writer, smitten with remorse, asks me to return the check.
Check mailings are iffy because in many cases the marketer needs to have funds held in escrow to honor the checks if, fates forbid, the recipients decide to take the money.
This kit ain’t cheap. Postage alone is nearly a dollar, and considering the hand-applied “Philip Brown” label on the calculator, plus its die-cut and tensor-ribboned place mat, the overall cost has to be at least $4-$5 dollars each.
Which may explain why the kit was made in China– not an encouraging signal for U.S Veterans. I wait to see if they will send me a typewriter next year.
Wounded Warrior Project also approached us with a package, a 5 x 10 windowed boxlet displaying a real flag inside. This Army-green imitation steel-plated ammo box is nearly half an inch thick, so it’s non-automation all the way..40-45 cents to mail. The flag is intricately folded into a die-cut foam holder that also holds the addressed donor form, a hand-assembled product for sure… which explains again, why it was made in China. In the mail, $1-$1.50 each.
We’ll talk about cost/response in a minute.
Wounded Warrior Project also sent along a separate request which included a 4×6, 20-page photo wallet. Inside a regular 6 x 9 envelope, this gift actually made immediate sense, and the wallet now holds images of our ridiculously brilliant, and beautiful grandchildren. Not being one to take anything for granted, we will reward WWP for the effort. Still, with postage, in-the-mail cost is 40-50 cents each.
Help Our Wounded, and Armed Forces Aid Campaign have learned how to affix 3 plastic phone cards to a page. Technologically, this is pretty cool, if not done by hand. The cards are stuck on top of each other and appear jumbled through the large glassine window….as if they were thrown in quickly, sealed and run off to catch the 3 o’clock mail. The impact, especially for the uninitiated such as me, is strong. Their job is to get the envelope opened, and indeed, the ploy works. Help Our Wounded, aka Healing American Heroes is not found on Charity Navigator. My bet is the mailing costs 50-60 cents all-in.
Going For Our Stronger Feminine Side
Disabled American Veterans is the senior classman in veteran’s charities. Despite that, they have assigned a female status to my record, so I receive kits that reflect more genteel tastes than one might expect. Putting the gender bias aside, especially in North Carolina, this kit is in keeping with DAV’s efforts to send along quality gifts.
I can’t use any of this one, which is resplendent in lavender-hued Forget Me Nots. Still, if I was desperate, making a struggling attempt to write to my passed on mother, or to scratch out a hasty last will and testament, I have notepad, and mauve colored, simulated vellum sheets for assigning my debts to chosen in-laws.
The kit is tasteful, if gender specific, and is certainly an eye opener. DAV also uses real stamps on the reply envelope. While the accountants may come unhinged at this largesse, DAV’s frequent use of the costly stamps is proof that the presumptuous gesture works in bringing in more donations.
One wonders how many codgers will steam off the stamps, versus cross out DAV’s return address and use the envelope to pay their water bill instead.
All in, this piece must tip the scales at $2.00 in the mail. But it works.
Subtle and Cautious
The USO is the most conservative kit to ask us for a donation, and that is in return for a genuine Stars & Stripes Flag plus good feelings. I included this under-played kit because of their creative use of postage.
Non-profit letters get a privileged postal rate, somewhere between 8-18 cents depending upon address density and automation compatibility. USO chose to affix 5-cents worth of stamps to their outer envelope, and to use their postmark (#440) to make up the difference at the counter.
Their reply envelope reveals their cautionary approach to wasting postage money. Rather than place the full 49 cents on the envelope, like DAV, they are willing to go for 5 cents, but left the Business Reply Mail (bill us) indicia in the corner.
We guess that this itsy-bitsy effort will drive the postal accountants nuts.
In the mail cost: 40 cents, tops.
Drop Another Nickel
Paralyzed Veterans of America is one of several charities which has a conveyor belt from the US Mint to their mail room wherein millions of shiny new nickels are deposited on glossy label stock letters.
Just yesterday we discussed at lunch how many of us keep the nickel, which after all, adds up when everyone is mailing them, March Of Dimes excluded.
PVA’s piece is a max-sized letter, 5 x 11-1/2. This is a smart move because the postage is the same large or small, so you might as well get the most paper into the package that you can for the same price. However, nickel-enhanced gold foil labels are heavy, so the rule is to keep below 3.3 ounces or the rate goes through the roof. $1.25-$1.50 in the mail.
Did You Get Our Card?
The Veterans of Foreign Wars by comparison uses a tiny 3-3/4 x 7-1/2 envelope, aka a “Monarch” to ask the nagging question, “Did your special edition birthday cards arrive?” Somewhat reminiscent of the neighbor’s kid who knocks on our door to sell Christmas wrap. We still have six rolls from last year.
Well, yes, the cards did arrive. I am sorry, but so far I have not found a suitable target for them which are best described as lovely and softly sweet. My Mom might have liked one, but not from me. Again, these are estrogen-energized, and if I get my hands on the person who tagged me as female, I am going to scratch their eyes out.
A simple little kit, probably 40-cents in the mail, at most.
How Do They Make Any Money?
As you can see, these kits range in cost from 40 cents to perhaps $5 each all-in. Can a non-profit actually make a profit from these mailings? Check the Charity Navigator for details. You will be enlightened.
But realistically, the acquisition of a brand new donor will always be at a loss. The strategy is to keep that donor giving for a long time afterwards, hopefully with a final bequest of planned gift when they pass on.
For the accountancy gene in you however, rest assured that every fundraiser has a donor acquisition cost they won’t exceed. This is the anchor point in a campaign. To respect that restriction, a good forecast on the cost of a response is to divide the piece-cost by the expected response rate.
For instance, a piece costs $2.00 in the mail. This is big money, and the accountants are squirming in their chairs. But the marketing folks believe the kit will get a 7% response.
$2.00/7% = $28.57 cost per response.
If the charity can show that a new donor at that cost will stick around on average for 5 years and return $150.00 in donations, then that is a reasonable investment.
We are digging in for more incoming mail. Hopefully without flowers.
Thanks for reading! We do support our Vets and and respect all that they do. If you are inclined to donate to a cause, check out their website for a financial report, or visit Charity Navigator.
4 thoughts on “Battles In The Mailbox”
Your one day at the mailbox blog teaches us more than a credited college course can do in a semester. Thanks for sharing real packages with real insight and just enough humor to entertain. I wonder if DAV will find a gender neutral package after this blog review for Lori?
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Hi Gordon: you are too kind. After all, who taught me more about the laws of physics on press and the physiology of a good mail format? If you can share this one with Lori, perhaps she will explain the creative choice in mind. All the best, and please share with YOUR students!
I don’t fall for the gifts and postage gimmicks. When I see that I don’t donate as I feel they are wasting my donation. Instead I give directly to the local Amarican Legion, VFW posts, and church where all of my donation is used responsibly. Also don’t give to the national humane society which doesn’t run any shelters, give to your local shelter.
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Seems fine to me Bill. Your response is built into their math. I think everyone thanks you for giving, however you choose to do it. Thanks for writing!