The Two Classic Hot Potatoes
Measuring 6" x 6-1/4" when opened, the "Message of Hope" card is cited in the letter as not only a way of reaching out to a prisoner of conscience, but as a means of holding governments accountable. There is no petition listing grievances, just the simple message (in five languages): "Do not be discouraged. You are not forgotten." The donor can add another message besides signing the card (see image in media player).
When combined with the letter's success in tapping into guilt (and some anger as well), this is truly an action device worthy of the name. It builds a relationship between the donor and organization by making him or her a vital part of its work.
The other component, a square sticker, carries the Amnesty logo and name and has mailed both as a peel-and-stick decal and as a window cling.
The New Twists
Personalized name and address labels have been mailed by nonprofits for decades, and Amnesty is no exception. Some past versions of this appeal have included them, although in this iteration, the label sheet shows through a large square window on the front of the #10 envelope, as well as the oversized address window. Among the designs on them are yellow and blue versions of Amnesty's candle-and-barbed wire logo. The letter explains that the labels were sent "as a means of seeking your support and spreading the all-important message of hope."
Raising brand awareness, with a touch of flattery (another great copy driver), is behind another classic back-end premium: the tote bag. From the letter's P.S., "I'll send you a free tote bag to serve as a reminder to everyone of the urgent need to stand up for humanity and of your dedication to protecting human rights." A premium was not part of an Amnesty control effort until now (see image in media player).