What makes for a strong direct mail fundraising offer? (Tip #19)

A good offer is one that is specific, tangible, urgent and solvable.  Here are some examples:

Your gift of $19.40 will provide holiday meals for 10 hungry, homeless, hurting people today. 

OR

Your $500 gift today will help us rush flu vaccines to 8 villages to save the lives of children like Eduardo.  Please hurry!

Both of these are very specific.  They’re asking your donors for specific amounts for a specific purpose.  The request will meet an urgent need and solve a specific problem.

On the opposite side are the many requests you’ve probably seen every month.  They go something like this:

Please send us whatever you can to help us change lives.

OR

Your gift will do so much good for children today!

Which type do you find more compelling?

Please note: I reserve the right to delete comments that are offensive or off-topic.

Leave a Reply

Your email address will not be published. Required fields are marked *