Life's Little Luxuries

     These days, we get plenty of not-for-profit solicitations. And it's no wonder. When the economy is down, people have less (or perceive that they have less) to give. Sadly, when the economy is down, there are more people in need.
     Most of the direct mail we get in this category uses emotional images of impoverished families or hungry children. That's why this very straightforward #10 from Oxfam America caught us by surprise.

     The outside envelope features a two-part teaser. On the mail side, it reads: Everyone deserves life's "little luxuries" ... Then, on the back of the envelope, it continues the thought: you know ... like food, water, that kind of thing.

     This message made us stop and think before we even opened the piece. More importantly, it made us compare and contrast our own definition of "life's little luxuries" (how about a $5.00 Frappuccino, anyone?) to other more critical things we take for granted.
     Inside, the four-page letter (two two-sided sheets) started strong: Our parents were right — life isn't fair. Simple things that you and I can count on every day are luxuries to the world's most vulnerable people.

     Throughout the package, there was nary a hungry child in sight. Instead, we had elegant copy with several examples of how Oxfam America helps individuals and communities. The response slip was also straightforward with a headline that brought us back to the intriguing idea that got us to open the envelope in the first place.

     Many marketers today will tell you that long-form copy no longer works. That people don't have the time (or, let's face it, the attention span) to read this much. We would love to know how this piece did. And, what a great package to test against a similar message with colorful photography and graphics. The piece is clean, compelling, cost-efficient. And, the b's at B Direct give it a thumbs-up.