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 39: writing letters to men, part 1

by Jerry Huntsinger

‘Men are usually more in a rut than women; they have difficulty shifting from one idea to another. They want to see the facts right up front.’ So says Jerry Huntsinger in the first part of his latest tutorial.

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Tutorial 38: how to set up a creative sample file

by Jerry Huntsinger

Find out how you can develop such a file for yourself.

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Tutorial 37: creative letter writing for non-creative people.

by Jerry Huntsinger

In this tutorial Jerry explains how discipline will get us into the right frame of mind to create a good letter that will raise lots of money for our causes.

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Tutorial 36: creative rules not worth breaking.

by Jerry Huntsinger

Stop the press. No, really. If you’re about to send out a new direct mail campaign I suggest you have a good read of the latest addition to the Huntsinger tutorials first. This is an absolute essential for anyone in the business of marketing (and that’s really all of us working in charities isn’t it?)

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Tutorial 35: mistakes that Brenda doesn’t need to make.

by Jerry Huntsinger

When a fresh-faced communications graduate hoping to forge a career in direct mail fundraising asked Jerry Huntsinger (the dean of direct mail) to divulge the mistakes he’d made in his early days so that she could avoid them, he didn’t disappoint.

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Tutorial 34: whatever happened to authentic emotion?

by Jerry Huntsinger

In Jerry’s thirty-fourth tutorial he asks, whatever happened to authentic emotion? Inspired by a fundraising letter that arrived through his letterbox recently, Jerry shares with us this example and explains why emotion is the one thing a successful ‘ask’ shouldn’t be without.

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Tutorial 33: 20 dangerous ways to get your letter off to a good start

by Jerry Huntsinger

Here Jerry suggests 20 letter openings to help kick-start that creative void, but they come with a warning…

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Tutorial 32: logic never makes me cry.

by Jerry Huntsinger

Jerry argues that without emotion, your letter will fall flat.

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Tutorial 31: make me an offer I can’t resist.

by Jerry Huntsinger

The problem with nonprofit mail is that often letters ask for a donation, but fail to make an offer.

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Tutorial 30: how to pass judgment on a fundraising letter.

by Jerry Huntsinger

For the attention of those who are responsible for approving fundraising letters: this tutorial is for you.

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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