Direct Mail Requirements Implementation Date: December 2, 2002 Last updated: September 13, 2017

Transcription

1 Direct Mail Requirements Implementation Date: December 2, 2002 Last updated: September 13, 2017 The Integrated Marketing Department at St. Joseph s Indian School brings you the following requirements when designing direct mail pieces for our fundraising efforts. By making these known upfront, we hope to increase efficiency and help the editing process run more smoothly. This document has been divided in the following segments: I. Reply Device II. Return Envelope III. Appeal Letter IV. Outside Carrier/Mailer V. Inserts To find this information online, go to St. Joseph's Indian School - Vendor Specs stjo.org/vendorspecs

2 I. Reply Device Reply devices printed in-house by SJIS staff should be designed for 2-up forms, leaving ½ on each side for pinfeeds. Reply Device (front) Don t use screened tints of color at the bottom where scan line is printed on the reply form. $5 check off box (only on specific mailings): I can t help the children now, but I m enclosing $5 to cover the expense of sending my <variable> gift. When copy needs to fit on 2 lines, use text below: I can t help the children now, but I m enclosing $5 for my <variable> gift. The following credit card text should appear on front of the reply device, print in 8 or 9 pt. and in italics. For credit card donations, please include your information on the back of this form. Yes, I give you permission to automatically withdraw this amount from my account MONTHLY. Reply Device (back) Standard Credit Card Box: Standard phone & website text: Questions: Call us at , or visit our website at stjo.org. Standard Planned Giving copy: I have already included St. Joseph's Indian School in my Will in honor/memory of: (only for house and lapsed mailings) (please print) I am considering St. Joseph's in my Will. Please send your legal title and free Will Kit. Please send a free, personalized proposal for a charitable gift annuity. / / Your birthdate: Month Day Year Reply Device Page 2

3 I. Reply Device (continued) SOP 98-2 Requirements Lakota Cultural Heritage: Learn more about the Lakota (Sioux) culture at stjo.org/culture. Apostolate of Prayer: Please pray for my intentions. Special treatment for personalized premiums (name labels, notepad & various items) The enclosed <name of item or items> is/are a gift to you and I m sorry I am unable to fulfill additional requests. Return address layout All copy is in the Caecilla LT Std 75 font printed with either black or reflex blue ink. Return envelopes Lines one and two: Caecilia LT STD 85 Heavy 14pt BRM w/window return envelopes Third and fourth lines: Caecilia LT STD 75 Bold 9pt Lines one and two: Caecilia LT STD 85 Heavy 14pt Third and fourth lines: Caecilia LT STD 75 Bold 9pt *The only place the PO Box 300 address is to be used is on the back of the reply device. Return envelopes for special mailings (as requested) Lines one and two: Caecilia LT STD 85 Heavy 14pt Third and fourth lines: Caecilia LT STD 75 Bold 9pt OR Lines one and two: Caecilia LT STD 85 Heavy 14pt Third and fourth lines: Caecilia LT STD 75 Bold 9pt Planned Giving return envelopes (closed face) Lines one and two: Caecilia LT STD 85 Heavy 14pt Third and fourth lines: Caecilia LT STD 75 Bold 9pt Reply Device Page 3

4 Time sensitive mailings (raffle, others with a cut-off) will use the appropriate logo with a specially printed return envelope (rush by day/month... ) I. Reply Device (continued) Perforations On the back of the reply device, print the broken line indicating the location of the perforation. Also, print direction arrows (either up or down), center the following instructions and print in italics: Please detach here and return in the enclosed envelope. Size Requirements The reply forms should fit easily in the standard return envelopes so the forms are not folded to fit in the envelope. Standard reply device sizes (trimmed size) are as follows: 8 ½ x 3 ½ 7 ½ x 5 ½ (need perforation at 2 to fit in 7 ¾ x 3 5/8 return) 6 1/8 x 4 Various times throughout the year we will ask for new addresses or address verification. address on file: Is your address < BOLD > (We are putting a hard carriage return after the address to make sure we have enough room to print donor s , which can be 50 characters.) still correct? If not, please update us! (please print clearly) No address on file: Exclusive e-updates are waiting for you! Please share your address: (please print clearly) Return Envelope Page 4

5 Please see separate specifications, on page 5, for a clear space near the bottom right corner for the scanline. Return Envelope Page 5

6 SCAN TEMPLATE Reply Device Page 6

7 II. Return Envelope Always use a window return envelope, preferably with poly patch over window and a security tint printed inside the entire envelope. Window size: 1 1/8 x 2 7/8. It should be located ¾ up from the bottom of the envelope and 3/8 to ½ from the right edge of the envelope. Standard envelope sizes: 7 ¾ x 3 5/8 All uses PO Box 326 unless specified 6 3/8 x 4 ¼ uses PO Box 200 (also use this PO Box for special mailings) 8 7/8 x 3 7/8 (#9) Ensure the reply device easily fits in the envelope and the address shows through the window. The following IMB barcode should be printed at the bottom of all return envelopes: Barcode ID: 00 Special Services: 703 Mailer ID: Serial Number: Delivery Point ZIP Code: The following IMB barcode should be printed at the bottom of all Planned Giving return envelopes: Barcode ID: 00 Special Services: 703 Mailer ID: Serial Number: Delivery Point ZIP Code: This IMB barcode below should be printed at the bottom of BRMs: Barcode ID: 00 Special Services: 708 Mailer ID: Serial Number: Delivery Point ZIP Code: Return Envelope Page 7

8 II. Return Envelope (continued) This IMB barcode below should be printed at the bottom of return envelopes: Barcode ID: 00 Special Services: 703 Mailer ID: Serial Number: Delivery Point ZIP Code: The following IMB barcode should be printed at the bottom of return envelopes: Barcode ID: 00 Special Services: 703 Mailer ID: Serial Number: Delivery Point ZIP Code: FIM marks should be printed at the top of each envelope. The following copy is to be printed in the stamp box area in the upper right-hand corner of the envelopes. Always underline website. Save a stamp! Donate online stjo.org/variableurl. Pilamaya thank you! Return Envelope Page 8

9 III. Appeal Letter Layout Standards Text is to be left aligned ragged right 11 or 12 pt. Right and left margins should be 1 and paragraphs should be indented The layout and font for the masthead on the letters should be as follows: Caecilia LT Std 85 Heavy 20 pt Caecilia LT Std 85 Heavy 11 pt Caecilia LT Std 75 Bold 11 pt Caecilia LT Std 75 Bold 11 pt Caecilia LT Std 75 Bold 11 pt Standard letter sizes 8½ x 11 for #10 or 9 x 6 mailer 6 7/8 x 10 for 7 3/8 x 4 5/8 mailer 7 x 11 for 8 5/8 x 5¾ mailer Please see the brand book for specific logo standards including color options and placement. All letters should be closed in the following manner: God bless, Fr. J. Anthony Kluckman, SCJ Chaplain The closing statement and signature are to line up with the date on the letter. Copy Standards Don t separate St. and Joseph s or Indian and School on two lines. Don t hyphenate words. Hand underlining, when appropriate, should be in the same color as Fr. Anthony s signature and in a realistic manner (not perfectly underlined through the standard underline option on computers). Leave spaces on each side of hyphens or emdashes (Example: like you Sally). Spacing for an ellipsis is as follows: space after the last letter of the word, three dots, space, and first letter of word. (Example: are like flowers wilting in the sun) Leave one (1) space at the end of each sentence before the next sentence begins. Appeal Letter Page 9

10 III. Appeal Letter (continued) Graphic Standards Leave sufficient white space (no more than ¼, no less than 1/8 ) around photos and use a border around all photos, except those faded or cut-out. Italicize and center captions under photos and print in reflex blue. Fundraising Letters Never have the story come from a child s voice (i.e. Josh Little Bear). Always a second-hand account. Exception: child s letter/drawing where the child is simply telling about his or her day. Letters that mention the poverty or struggles can never come from a child s voice. When the story talks about the challenges and hardships, don t use a single picture. Always use group photos. It is alright to convey the challenges and conditions, but make sure it ties to something specific. Not gratuitous. When we use tough stories, try to work in a line to the effect this is again the results of high unemployment and difficulties that accrue from poverty as an explanation. Use generic first names only. Make sure the story does not indict the parents. Ask ourselves: are we making a child more vulnerable by what we are doing? If yes, don t do it. Appeal Letter Page 10

11 IV. Outside Carrier The mailer envelope design is up to the creative direction of the designer but, please keep in mind the postage requirements and costs involved in the mailing. The standard is to use a window envelope sometimes with a diagonal, oval or square window on the back. The standard front window size is 1.75 x 4.5. May use larger windows for special mailings such as the Reminder OE. Standard sizes (LxH): 9½ x 4 1/8 (#10) 8 5/8 x 5¾ 9 x 6 7 3/8 x 4 5/8 9.5 x 6 Mailer Information: Postage Meter Information: keep a 3.5 from the right top corner and down clear area from all artwork, text, background patterns, etc. No deep throat (1/2 or more) on the back flap with the little wings sticking up on the side. Outside Carrier Page 11

12 V. Inserts To insert in-house, there is a 3.5 x 5.5 minimum size. All cards with die-cut windows will need poly placed over the window on page 2 of the card. Standard charm card sizes: 6 ½ x 4 1/8 for a 6 7/8 x 4 3/8 (envelope for premium card) and 7 3/8 x 4 5/8 mailer 7 ¼ x 3 5/8 for a #10 mailer Standard enrollment card size: 5 x 7 When inserted in-house, brochures should be ½ smaller on all sides than the mailer envelope. Photo inserts should be printed on glossy paper (Matte or 10 pt. coated stock one side) to mimic the look of an actual photograph. Premiums with loose ends or dangles (pendants, keychains ) need to be enclosed in an envelope with a window showing the premium item, poly wrapped or shrink-wrapped and sealed. Premiums can also be enclosed in a poly bag that is attached to the inside of a folded or flat card. Placement of premium inside the card must be approved by St. Joseph s Indian School or outside vendor for our/their inserting equipment. *Notepads: add following text either on front, but preferably on back of each notepad sheet: Learn more about the Lakota (Sioux) culture at stjo.org/culture. Inserts Page 12