Inside secrets of the copywriter’s art – the ‘how I wrote it’ series

Focusing on the craft of direct mail letter-writing.

Written by
SOFII Contributors
Added
August 31, 2018

The ‘how I wrote it’ series. Focusing on the craft of direct mail letter-writing

This series of ‘how to’ articles provides working guides on how some of the most important and influential direct mail campaigns were created and driven to success. The ‘How I wrote it’ series was conceived and created by SOFII’s great friend the writer Fergal Byrne, who interviewed many of the world’s great fundraisers to glean their secrets and share them here, with you.

* indicates really great use of direct mail. Please nominate your choice/ choices of great fundraising direct mail by posting a comment in the comments box below each exhibit. You’ll be helping other fundraisers when you do.

If you want to create the best possible direct mail, please also see the 55 tutorials of Jerry Huntsinger, here.

About the author: SOFII Contributors

This article was contributed to by many wonderful friends of SOFII. If you would like to add your voice to this or any other SOFII section, please e-mail joe@sofii.org.

Recent Articles

George Smith: the art of creative fundraising - ’Give us your money – or the panda gets it!’

In 1992, George Smith predicted a sea change in the development of the fundraising profession, with deference and royal reverence to be a thing of the past. Was he right? Read his reasoning and decide for yourself.

Read more

SOFII’s September must-reads

SOFII heroes Pamela Grow and Craig Linton have trawled the Internet to pick out the finest fundraising fruits of September.

Read more

Secrets of direct mail 4: storytelling, fundraising and the dialogue method

How does Siegfried Vögele’s dialogue method work in terms of storytelling? In the final piece in his series on the great man, fundraiser Chris Keating explores how and even asks why storytelling matters in fundraising.

Read more

The A to Z of writing fundraising appeals: T to Z

Words of wisdom, notions of tone and urgency and the central importance of YOU - all are covered in this last entry in Steve Lynch’s A to Z of writing fundraising appeals.

Read more

The A to Z of writing fundraising appeals: M to S

We bring you part three of copywriter Steve Lynch’s superb A to Z, exploring everything from the value of a good slogan to lessons taken from his mother and George Orwell. Stay tuned for T to Z, coming soon.

Read more