Case study – direct mailing in the sushi climate

About the Project

In the beginning of November, we carried out a direct mailing campaign aimed at foundation representatives. The package was an invitation to fundraising workshops that we organized at the EDC headquarters at the end of November. The direct mailing project was created with full awareness of how recipients respond to stimuli and what increases the chances of taking action. The main theme was sushi in a version that can be worn on the foot.

Our strategy: to pique interest, intrigue, and prompt action

Each element of the package was chosen to bring the expected effect: “it needs to be opened” → “I need to check what’s going on” → “I’m going to the workshop.” It was an invitation that demanded immediate opening!

Items in the shipment:

1. Kraft bubble wrap made entirely of paper

This is a rare premium-format envelope. Everything here draws attention: the format, the color, and the insert that can be felt through the envelope. Such an envelope looks like a package with something important and immediately encourages you to open it. Organic raw materials emphasize the eco trend, which is so important for NGOs.

2. Greenpacks parchment delivery flap with an address label inside

Instead of a standard address label, we used a solution inspired by courier logistics. The parchment also increases the curiosity of the recipient and looks professional at the same time. The label on the lid was also printed on the back. Practical advantage: no need to peel off the adhesive when sorting waste.

3. Gadget – sock rolled up into sushi

Inside the package was a sock rolled up into sushi. This is a kind of “behavioral 3D trigger” that increases curiosity and memorability. Such a gadget stimulates the senses through touch, weight, and shape. The sock was palpable through the envelope, tempting me to open it immediately. One sock is also a deliberate choice. The second sock was only waiting to be picked up at the workshop. This activated the “close the deal” mechanism, strengthening the conversion.

4. Personalized letter

The package contained a personalized letter with the agenda for the workshop. Thanks to the personalized greeting at the beginning of the letter, the recipient felt from the first contact that the message was directed specifically at them. Personalization triggers a commitment mechanism and significantly increases the likelihood of a response, in this case, participation in the event.

Invitation design consistent with the theme

The invitation design was fully consistent with the theme of the event – from the slogan “Lettershop 2.0. “Join us for sushi!” after the sensory elements in the package. As a direct marketing operator, we completed the project in its entirety: from concept, through design, printing, lettershop, personalization, production, and mailing. The effect confirmed the assumptions: direct mailing that engages the recipient’s senses and emotions works significantly more strongly than standard fundraising communication. It stands out in the box, builds experience, facilitates decision-making, and generates real actions, in this case, participation in the event. Therefore, direct mail remains one of the most persuasive tools in the fundraising arsenal.