Special direct mail clinic – The one with Rachel Zant
In the next special direct mail clinic, John Lepp and Rachel Zant talk about the importance of infusing emotion in your appeals. Yes, this clinic explores all the feelings — from happy to sad and everything in between. If you want to ensure your appeals are emotive and effective, this is a great place to start.
- Written by
- Carolina Herrera
- Added
- March 21, 2025
If you have watched all of the original Agent’s of Good (AOG) direct mail clinics so far, you will have picked up lots of top tips from John already. You will be feeling better prepared than ever to deliver amazing direct mail appeals in 2026.
But now, in a series of bonus clinics, John invites specialists from different areas of fundraising and the charity sector to share their biggest hints and tricks with you too.
Having watched this super 16 minute clinic with Canadian fundraising copywriter extraordinaire, Rachel Zant, we think her advice pairs especially well with:
Direct mail clinic #3 – How do humans make decisions?
and
Direct mail clinic #5 – A letter autopsy
That’s because all these clinics help you understand how to talk to donors. They show you how to engage with supporters in a way that gets their feelings flowing. Some of those feelings might be good and some might be a bit scary to confront, but with care and skill you help your donor navigate those emotions.
In this particular clinic, Rachel uses her years of experience to help you find the stories that stir up emotion – and crucially – turn those stories into an impactful appeal that makes the donor want to give.
We know the act of giving makes people feel good, so keep watching to find out how you can give your next direct mail pack ‘all the feelings’. You’re sure to raise more for your cause, if you do.
John Lepp (he/him) is a fundraiser, designer and donor champion with more than 20 years of experience working with charities across Canada and around the world. As partner at Agents of Good, he helps charities tell stories that inspire donors to give, both online and offline. John is a respected and coveted international speaker who has travelled the world encouraging fundraisers be more human and vulnerable with those other amazing humans we call donors.
His latest book, Creative Deviations offers plenty of tips for how fundraisers can infuse their storytelling, fundraising and direct response with more creativity.
