When it comes to direct mail fundraising, one of the most important elements of your campaign might be the one you spend the least time thinking about: the teaser copy on your envelope. It’s easy to focus on the contents of your letter—the message, the ask, the call to action—but if your envelope doesn’t get opened, none of that hard work will ever be seen.
In his book Raising Money by Mail, fundraising expert Mal Warwick emphasizes the critical role of the outer envelope in a direct mail package, noting that a clever or provocative teaser can be one of the hardest things to write, but also the most essential. The outer envelope is more than just a wrapper; it’s the first impression, the gatekeeper that decides whether your potential donor will engage with your message or toss it aside.
What Exactly is a Teaser?
Teaser copy is a short phrase or sentence that’s designed to grab attention. It’s usually placed on the side of the envelope with the recipient’s name and address, but it can also appear on the back. The goal is to create enough curiosity, urgency, or interest to compel the recipient to open the envelope and read what’s inside.
As Kathleen Patten, a seasoned direct mail expert, explains, “Teaser copy is a critical part of getting your envelope opened. It’s what motivates your prospective donor to rip open your envelope because they’re eager to see what’s inside.”
When to Use Teaser Copy
Teaser copy isn’t always necessary, but when used effectively, it can significantly boost the chances of your envelope being opened. Whether you’re sending out acquisition mail to new prospects or communicating with your existing donors, the decision to use teaser copy should depend on your audience and the message you’re conveying.
For instance, if you’re reaching out to high-dollar donors, you might opt for a more personal, understated approach, where the envelope looks like it’s meant just for them, without any teaser at all. On the other hand, if you’re sending a newsletter to longtime supporters, a simple, straightforward teaser like “Inside: Your Quarterly Update” can be very effective.
What Makes a Good Teaser?
Good teaser copy is relevant, compelling, and aligned with the content of your letter. It should create curiosity without being misleading. Here are some tips for writing effective teaser copy:
- Focus on the Reader: Think about what your reader cares about. What would make them want to know more? A well-crafted teaser speaks directly to the interests or concerns of your audience.
- Keep it Simple: A teaser doesn’t need to be complex. Sometimes, the simplest messages are the most effective. For example, “2024 Survey of Catholic Voters” worked well for a Catholic voter organization because it was direct and relevant to the recipient.
- Avoid Tricks: Teasers that are deceptive or overly sensational can backfire. Your goal is to build trust with your donors, not to trick them into opening the envelope.
- Test and Learn: Not every teaser will work for every audience. It’s important to test different approaches and learn what resonates with your donors.
When Teasers Go Wrong
While good teaser copy can make your campaign, bad teaser copy can break it. Some common pitfalls include using humor that doesn’t land, incorrect personalization, or a teaser that promises something the letter doesn’t deliver. These mistakes can not only reduce the effectiveness of your campaign but can also damage the trust you’ve built with your donors.
Creating an Element of Mystery
One powerful strategy in writing teaser copy is to create an element of mystery. This taps into the Fear of Missing Out (FOMO) and compels the reader to open the envelope to satisfy their curiosity. Whether it’s an intriguing question, a cryptic message, or an official-looking envelope with no return address, mystery can be a great motivator—if it’s done right.
Conclusion
In the world of fundraising, every detail matters, and that includes the envelope. By carefully crafting your teaser copy, you can ensure that your carefully written letters get the attention they deserve. Remember, the teaser is the first step in a conversation with your donor—make sure it’s one they want to continue.
