SOFII is proud to host the complete collection of AOG direct mail clinics on our website. Generously gifted to SOFII readers by John Lepp and Jen Love, specialists in direct mail fundraising, these 11 short videos are a vital addition to your fundraising toolbox and a valuable free resource. 

In fact, we think they are a must-watch for fundraisers around the world.

Contrary to what some believe, direct mail is not dead. This mode of communication is thriving and many charities are achieving fantastic results with well-crafted appeals that tell inspiring stories and help donors understand the impact of their gifts.

But on the other hand, many charities are struggling to raise funds with their direct mail. This is usually because the appeals don’t strike a chord with the donor and simply don’t feel personal. Make no mistake, great direct mail is not mass mailing. It takes effort and time. But if you put in the work and offer an appeal that embarks on an emotional conversation with your donor – you are sure to see success. 

These short, punchy direct mail clinic videos are easy to digest and learn from. And best of all, they have everything you need to plan and craft your next target-busting direct mail pack. 

You will learn, amongst other things:

• how to use direct mail effectively as a fundraising tool
• how to make sure your appeal gets looked at first
• how to ensure your letter gets read by the donor
• how to improve your response rates and average gifts
• how to make changes that will ensure your direct mail pack is more effective
• plus 1,000 tiny things that are easily dismissed but can revolutionise your fundraising programme

Explore the direct mail clinics – with John Lepp and friends

Clinic #1 

All about marketing

John Lepp kicks things off  by explaining why direct marketing is a phenomenal tool for fundraisers. He thinks it’s the perfect way to start a conversation with your donor and raise more for good causes around the world. So, this first lesson helps you understand the basics – the foundations and fundamentals you need before you dive into a direct mail programme at your charity. 

Clinic #2 

Envelopes

Okay, so you want to send a direct mail pack. You might be planning on spending loads of time on the contents of that appeal, but what about the envelope itself? In your second clinic, John gives plenty of tips and tricks that will help make sure your envelope dominates the donor’s mailbox!

Clinic #3 

How do humans make decisions? 

This is a lay-person’s look at some basic decision science concepts that you should know before embarking on your next direct mail appeal. A variety of simple things can make a donor respond the way you want... or not at all. 

Clinic #4 

What goes in the box? 

John gives you a quick overview of the moving pieces of your appeals. What needs to be in it? What function do they provide and why they need to be there? 

Clinic #5 

A letter autopsy 

It’s time to look at the all-important letter. This is your chance to have an emotional conversation with your donor. In this clinic, John shares the things that your donor needs to find in your letter and direct mail pack, if you are to give your appeal half a chance at succeeding. 

Clinic #6 

Tis the season 

This session takes a look at some great festive fundraising direct mail packs. It explores what makes this time of year so important for fundraisers and how you can gain an edge against the other charities all competing for your donors’ gifts! 

Clinic #7 

What is mezzo fundraising? 

Let’s talk about this special segment of donors and the sorts of conversations you should be having with them. 

Clinic #8 

It’s called a ‘reply’ form for a reason

In this session, John looks at the anatomy of a great, well performing, reply form and the things that need to be on it to make it work.

Clinic #9 

How much of a nerd are you? 

This session is made up of all things that AOG have tried and tested for many, many… MANY years. John shares as many nerdy things as he can fit into this wild and crazy clinic. 

Clinic #10 

The direct response super hack

Let’s look at one of the biggest, creative hacks you can bring to your direct mail fundraising programme. It’s not for the faint of heart or non believers. You need to commit or walk away. Are you up for the challenge? 

Clinic #11 

Thank you

This final direct mail clinic focuses on gratitude. For you. For your donor. You’ll learn how to say thank you, with impact, across your whole programme.