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 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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Tutorial 49: persuasion or exaggeration?

by Jerry Huntsinger

Jerry Huntsinger is in a more philosophical mood this week. Here he discusses the fundraising writer’s role in ethics.

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Tutorial 48: seven golden rules for the reply form

by Jerry Huntsinger

Seven golden rules to follow that will really make your reply form work.

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Tutorial 47: answering questions I wish someone would ask

by Jerry Huntsinger

Jerry Huntsinger asks a string of questions that should be asked, then says you shouldn’t allow your keyboard to filter your personality or your voice. And you can find out how his gardener, crazy Eddie, invented a new take on the Johnson box.

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Tutorial 46: premiums: how to use them and abuse them

by Jerry Huntsinger

Jerry Huntsinger has a pet theory about premiums – otherwise known as incentive devices – based on the principle of tactile response. A human being listens, sees, reads, smells, feels the wind and often receives sensory information through handling an object with his fingertips. So if a donor is reading a letter and nothing else it is easy for his concentration to waiver. Click here to find out what you can do instead of blowing wind in your donor’s face.

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Tutorial 45: why I still hate the reply device

by Jerry Huntsinger

Here Jerry Huntsinger says that he really dislikes reply forms, then explains why. You will also learn how to improve this very important device so that it becomes an integral and powerful part of your appeals.

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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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