Amnesty International Goes Big With New Print Marketing Campaign

The nonprofit organization supports the Middle East.

06/01/11

Amnesty International, a nonprofit organization that focuses on charity cases in the Middle East, recently launched a new direct mail marketing campaign.

Fundraising Success magazine reports the new effort stars an oversize envelope. The envelope is the size of a full piece of paper, which helps it stand out in consumers' crowded mailboxes.

Once recipients open the envelope, they find three sheets of paper: an opening letter, a map of the Middle East and a response card. The first piece is a traditional charity sales letter that details the dire situation in the Middle East. Next is vibrant map that shows where Amnesty International has missions. Finally, a response card encourages consumers to send a certain amount of many back and also includes a fully paid return envelope.

Amnesty International's campaign is effective in that it not only grabs consumers' attention but also makes it easy for them to respond with a prepaid envelope. If a phone number, email address or physical location is not featured in a print marketing campaign, then business owners may be missing out on valuable leads.

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