The 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 57 parts plus supporting materials, 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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Tutorial 1: creating fundraising letters and packages

by Jerry Huntsinger

The purpose of these tutorials is to stimulate your thinking. Challenge your preconceived notions. Stimulate your appetite for testing a new idea.

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Tutorial 2: is direct mail fundraising a science or an art?

by Jerry Huntsinger

It is a little of both. If you are a writer assigned to create fundraising letters, then you have to deal with feelings, intuition, motivation. Direct mail is a personal form of communication. And communication occurs only when you reach out and touch a person at a deep level.

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Tutorial 3: what makes a successful letter-writer?

by Jerry Huntsinger

A successful letter-writer must overcome human inertia by putting words on paper. A tough job. Good letter-writers are extremely rare, but here’s how you can spot one.

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Tutorial 4: motivation, magic and junk mail.

by Jerry Huntsinger

A few motivations often listed in textbook approaches to fundraising.

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Tutorial 5: what’s all this talk about junk mail?

by Jerry Huntsinger

Mail opening in most households is a time of great anticipation. And since the advent of email and electronic communications, the arrival of snail mail has become a high point of the day. You most likely know someone who laments that they no longer receive letter mail.

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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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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 a 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.jpg#asset:8990:urlGwen 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. She explains the importance to these tutorials here.

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