Tutorial 1: Creating fundraising letters and packages
Simplicity is the most complex of all.
- Written by
- Jerry Huntsinger
- February 28, 2019
Here’s a simple way of looking at the purpose of a direct mail fundraising package.
- The outer/carrier envelope: the purpose is to get it ripped open with as much anticipation as possible. Nothing else.
- The letter: the purpose is to get the reader involved long enough and interested enough to make a positive decision. Nothing else.
- The reply device: the purpose is to provide a practical way for the donor to post the gift. Nothing else.
- The enclosure: the purpose is to increase net income. Nothing else.
- Donor list segmentation: the purpose is to allow you to ask the right donor for the right amount. Nothing else.
- Personalisation: the purpose is to make the donor feel good about herself. Nothing else.
- Premiums: the purpose is to increase net profit by putting something irresistible in the donor’s hand. Nothing else.
- Postage: the purpose is to get the letter delivered to the donor’s home at an appropriate speed and appropriate cost. Nothing else.
If you approach all this in such a simple fashion, then your focus is going to be very precise. Your donor will know exactly what the problem is, how much money you are asking for, and what you are going to do with that money.
Start keeping fundraising appeals that come to your home. You’ll notice that some packages are repeated over and over again. These are the winners, the control packages. Notice how simple they are.
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