Jerry Huntsinger tutorials

This special showcase within the direct mail section of SOFII comprises a complete series of tutorials from the dean of direct mail fundraising, the USA’s legendary Jerry Huntsinger. In 86 parts this insightful, practical series is building, over time, into the complete step-by-step guide to direct mail fundraising.

Tutorial 57: stand in your donor’s shoes

by Jerry Huntsinger

Someone somewhere is waiting for your mail. She could be a legacy prospect. Have you excluded her from your mailing list because she gave so little last time – even though she’s been making donations for years?

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Introducing the wisdom of Jerry Huntsinger.

by Gwen Chapman

Jerry Huntsinger is the dean of direct mail fundraising. Now, just for you, he is sharing his wisdom here, in the unique Jerry Huntsinger tutorials.

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Jerry Huntsinger: 80-years young

by Gwen Chapman

Jerry Huntsinger celebrated his eightieth birthday in July 2013. Since 1965, there has never been a year when he hasn’t had at least one control package being mailed nationally by a major nonprofit organisation. What an achievement.

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Tutorial 56: strategy for the small organisation.

by Jerry Huntsinger

Are you trying to raise money for a small charity? Worried that you can’t compete with the ‘big boys’? Then head over to this latest tutorial from that other eminent fundraiser Jerry Huntsinger and you will find that you actually have some advantages over larger organisations – who might also find something useful.

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Tutorial 55: how to get your outer envelope ripped open!

by Jerry Huntsinger

This tutorial from Jerry Huntsinger will show you how to get your donors to rip open your envelope in anticipation of your vital message inside.

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Tutorial 54: how to survive by the law of probability

by Jerry Huntsinger

It would be so easy to be successful in direct mail fundraising if all you had to do was come up with one winning package and then send it to your house list for the next 10 years. But, surviving in the fundraising world is so much more complicated...

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Tutorial 53: principles of testing

by Jerry Huntsinger

This tutorial from Jerry Huntsinger gives you the principles of testing that will save you from drowning in an ocean of facts.

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Tutorial 52: executive directors: learn to love a fundraising letter.

by Jerry Huntsinger

Are your CEO and chair of your board afraid of fundraising letters? Do they wish they didn’t have to send them? When you point them in the direction of this new tutorial from Jerry Huntsinger they will learn to love them. They – and you – will find some old tips on how to write a great letter, some new ones and best of all learn just why they work.

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Tutorial 51: get a second gift: the toughest job of all

by Jerry Huntsinger

More grim news, this time from Jerry Huntsinger: most first-time donors won’t give again. Don’t worry though, as usual he has some sound advice in this latest tutorial on SOFII, with a great ’Welcome to our famly’ letter and strategy that will help you bind new donors to your cause.

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Tutorial 50: ten ways to break out of a creative slump

by Jerry Huntsinger

Are you in a creative slump and don’t think you’ll make that important deadline. Worry no more. In this, his fiftieth tutorial on SOFII, Jerry Huntsinger gives you some ideas that he uses to get over it.

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Major contributors to this section

Jerry Huntsinger

Jerry Huntsinger is revered in direct marketing circles as the dean of direct mail. 

Some years back Jerry gifted his archive of direct mail tutorials to SOFII and we’ve been serialising them ever since. All 50-plus are gems. Together, they add up to complete ‘how-to’ guide to everything you need to know about direct mail fundraising.

These tutorials are edited and presented by Gwen Chapman.

Gwen Chapman is a passionate advocate for donor-centric fundraising. She is a senior consultant with international experience in the non-profit sector in Canada, the United States, the UK and South Africa.

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Gwen Chapman

The Jerry Huntsinger Tutorials are edited and presented by Gwen Chapman.

Gwen Chapman is a passionate advocate for donor-centric fundraising. She is a senior consultant with international experience in the non-profit sector in Canada, the United States, the UK and South Africa.

See all