Keep the main thing the main thing in your fundraising appeals (Tip #35)

Todd Duncan, a well-known sales and leadership trainer has a saying: keep the main thing the main thing – and the main thing is selling.

That philosophy holds true for direct mail fundraising as well.  But the main thing there is raising money.

You may be tempted to fill your mail package with several different things.  I’ve seen direct mail packages that include program update brochures, invitations to upcoming events, brochures for planned or monthly giving, and of course a solicitation letter and reply device.

It’s certainly up to you as to what you want to include in your mail package.  But it could also really damage your fundraising results.  Putting a bunch of other stuff in your mail package might save you a few bucks, but it will confuse donors and negatively impact your results.

Donors want and need you to clearly articulate what you want them to do.  Make it as easy for them as possible to understand what you want and make it happen.

Keep the main thing the main thing – and the main thing is raising money!

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