The 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 57 parts plus supporting materials, this insightful, practical series is building, over time, into the complete step-by-step guide to direct mail fundraising.

Tutorial 23: beware the fatal disease of one-sidedness.

by Jerry Huntsinger

In this amusing, yet thought-provoking article, Jerry comments on a not-so-new affliction that affects many fundraisers…are you one of them?

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Tutorial 24: how to write a long letter.

by Jerry Huntsinger

Extensive testing by a wide variety of charities shows that long copy wins most of the time, especially for prospect mail and emotional house appeals. Of course, there are exceptions and it’s always best to test. Read more here.

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Tutorial 25: 22 ideas for keeping your reader moving on.

by Jerry Huntsinger

Keep in mind these principles when you write long letters.

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Tutorial 26: how to make a short letter work.

by Jerry Huntsinger

Find out how to write successful short letters with these 10 helpful rules.

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Tutorial 27: a good start.

by Jerry Huntsinger

Learn how to edit your letters and begin with that great emotion that often only surfaces until page two.

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Tutorial 28: is it time to get rid of ‘dear friend’?

by Jerry Huntsinger

Is there a better way to get off to a good start when writing a form letter? Here are some alternatives you may wish to consider. I’ll leave it to you to decide whether any or all of them are good, bad, or just plain ridiculous.

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Tutorial 29: slash your letter writing time in half.

by Jerry Huntsinger

I’m assuming that you are already familiar with the basic mechanical techniques for creating a fundraising letter. On the other hand, if you don’t know the first thing about writing a fundraising letter, read on anyway. I’ll show you how easy it is and how much fun you can have doing it.

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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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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 32: logic never makes me cry.

by Jerry Huntsinger

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

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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 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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