Handwriting increases performance. Ink on paper (especially blue ink) does wonders for improving results. The added personalization and authentic feel handwriting provides can help increase both response rate and average gift.
The priorities are 1) Audience, 2) Offer, and 3) Creative. In that order. When building a direct mail fundraising campaign it is often tempting to focus the most time and effort on the creative. After all, most people gravitate to the visual components because they’re the easiest to understand and critique. In reality though, getting […]