AOG direct mail clinics
In 2024, John Lepp, Jen Love and their team at Agents of Good (AOG) generously put together this series of free direct mail clinics for fundraisers. Each 10 to 15 minute session talks about a specific topic (strategy, offers, envelopes, letters, etc), and they are all designed especially for fundraisers.
So, whether you work at a big organisation or a small charity, SOFII encourages you to explore these practical video workshops. With every one you watch, you’ll be one step closer to creating emotive and effective direct mail appeals.
Direct mail clinics – Introduction and contents
by Joanna Culling
Welcome to the Agents of Good (AOG) free direct mail clinics. These 11 useful video lessons offer you tried and tested tips that will make your direct mail appeals more engaging and effective. Please explore all the clinics and share them widely with your fundraising friends.
Read moreDirect mail clinic #1 – All about marketing
by Carolina Herrera
John Lepp kicks off his free clinics by explaining why direct mail is a phenomenal tool for fundraisers. He thinks it is the perfect way to start a conversation with your donor and raise more for good causes around the world.
Read moreDirect mail clinic #2 – Envelopes
by Carolina Herrera
In this direct mail clinic, John Lepp asks you to (please!) turn your attention to envelopes. They are one of the most misunderstood and often ignored parts of a fundraising appeal, but your envelope is key to ensuring a donor opens your pack and engages with what you have to say.
Read moreDirect mail clinic #3 – How do humans make decisions?
by Carolina Herrera
Why are so many fundraisers talking about decision science? In this clinic, John Lepp explains that understanding what drives donor decisions is key to improving your direct mail appeals. It is a great place to start on your decision science journey, so watch this clinic and get to know how you can apply these techniques to your next campaign.
Read moreDirect mail clinic #4 – What goes in the box?
by Carolina Herrera
You probably know what goes in a direct marketing fundraising appeal, but do you know why each piece is there? And do you know why making simple changes to those pieces can have an impact on the success of your campaign? John Lepp has these answers and more, in his next direct mail clinic.
Read moreDirect mail clinic #5 – A letter autopsy
by Carolina Herrera
How confident are you in your letter writing? Are you looking for some useful tips before you write your next appeal? In clinic five, John takes on fundraising letters and shares some simple, effective tricks that will help you engage with your donors and raise more money.
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