"Krafted" To Be Noticed

One DM package really stood out amid my Thursday mail – a 5-1/2 X 7-3/4” envelope from the Canadian Wildlife Federation. The main reason it caught my attention? It was made of brown kraft paper.

Using that kind of stock is an excellent way to immediately convey both economy ("Don’t worry, we won’t waste your money if you make a donation.") and environmental sensitivity, which is the centerpiece of CWF’s mission.

Inside, there was a traditional letter asking for support and a large sheet of address labels. But there was something else that separated this mailing from the rest of those involving labels.

There was a 3-1/2 X 4-3/4 note listing more than half a dozen ways to use them, beyond the usual, e.g. stick one onto a book that you lend to ensure that it gets returned, affix one to a form instead of writing out your name and address.

Anyone who donates to charities receives copious quantities of address labels. The ones from CWF will likely be more appreciated by people, though, simply because the organization thought to point out how valuable their labels can be.

It’s just too bad that CWF used a bottom-opening envelope (see my Feb 16 rant). That’s a type of OE that raises the ire of…

Dr. Bob

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