Similarly, Orthodox Union engages the prospect immediately with its #10 outer, here asking in four different colors, "Can you name nine areas of Jewish life that your OU Membership supports?" Then, right underneath that teaser, it says, "It's time to renew!" In other words, it gives the prospect both reasons to get inside the envelope to find out the answers as well as to renew her membership (Archive code #609-179876-0901).
The next three mailings are all about the teaser, each potentially provoking prospects to at least open the envelope and put them on the path to donating. The American Legacy Foundation features former Surgeon General C. Everett Koop in the corner card of its 5" x 11-1/2" envelope and then says in large type, "Please join me in fighting the number one cause of preventable death in the U.S." In case that wasn't enough, the back of the outer uses a faux-yellow sticky note with faux-handwriting from "C.E.K.", which says, "Urgent! This information could save your life or that of someone you love" (Archive code #604-717473-0901).
CureSearch-the National Childhood Cancer Foundation Children's Oncology Group-announces itself in its effort's the corner card and then pictures a healthy female teenager with a shaved head in the opposite corner. The teaser asks, "Are you braver than a 10th grader?" In smaller type, it says, "She did what most kids wouldn't do for the 12, 500 children every year who don't have a choice..." The letter cleverly follows up on this, with before (with long blond hair) and after (bald) pictures of Kendra, who saw her 5-year-old brother battle cancer and win, and copy like this: "You don't have to do anything as drastic as shaving your head like Kendra, but by sending a gift of $20, $35 or even $50 ..." (Archive code #613-717493-0901).