The Bruce Barton letters: 22 classic direct mail appeals

The 22 letters in this series written between 1944 and 1960 reputedly raised over US$2 million, enough money to secure the future for an important American private school. They have been described as ‘some of the best examples of fundraising in history’. Great fundraising letters are rare and are always worth studying. Bruce Barton was an exceptional copywriter (see SOFII’s exhibit on the mailing that drew 100 per cent response, here) and there’s no doubt that his letters are among the most instructive examples available to fundraisers today. Serious direct mail copywriters will study these letters carefully and will profit accordingly.

Written by
Ken Burnett
Added
June 26, 2010

About the author: Ken Burnett

Ken Burnett

Ken Burnett is author of Relationship Fundraising and other books including The Tiny Essentials of an Effective Volunteer Board (The White Lion Press Limited, London, UK) and The Zen of Fundraising, (Jossey-Bass Inc, San Francisco, USA). His latest – and in his view, most important – book is Storytelling can change the world, just published by The White Lion Press.

Ken is also SOFII's managing trustee.

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