Write better direct mail copy (Tip #47)

Your direct mail fundraising copy shouldn’t be about you.  As much as you might want to show donors how amazing your organization is, all the great you’ve done in the world, and what your future goals are . . . don’t. Instead, share a compelling and urgent need with your donor.  Then show her how […]

Yes, your direct mail letter needs a P.S. statement! (Tip #45)

Always include a P.S. in your letter.  Use the P.S. as an immediate call to action.  Since most people scan a letter (the intro, bolded/underlined copy and the P.S.), the last chance you have to compel a donor to give is in the P.S.  Make it clear and strong.

How much mail is too much? (Tip #44)

Test mid-month appeals.  Many organizations are successfully mailing 12 annual appeals (one per month) AND 4-6 mid-month appeals throughout the year.  These mid-month appeals can add a lot of income to your bottom line. Be smart about it though.  Don’t mail mid-month appeals in the summer where performance is already lower.  Schedule them for the […]

Write for your audience, not your boss or board (Tip #43)

“New,” “fresh,” and “cutting edge” approaches to your direct mail will almost always result in lower performance.  Marketing departments, board members, and sometimes even fundraisers will want to move away from what they perceive as “old” or “stale” direct mail. The problem with this logic is that you are not the average donor.  Neither are […]