A wax seal is affixed to the appeal letter. The donor is asked to return the wax seal to the organization so it can be made into a large candle. This candle would then be lit at a particular, significant time. Every one wants to be a part of something large than themselves. While they may not be able to travel to Lourdes or Arlington National Cemetery, the candle can represent them there.
In renewal mailings, this has brought in a response rate over 13% with a $13 average gift, netting $1.27 per name mailed. In acquisition, it has had a response rate of 3.2% with a $13.50 average gift with a loss of only $.12 per name name.