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Start Here — Conversation Sparks: Direct Mail
Here are a couple of questions to get you thinking about direct mail fundraising. And to get you engaging with this community.
Click the blue button that says REPLY on the right and share your response to one (or both) of the questions below. Then, scroll down and reply to someone’s comment. To do that, hover over a person’s comment and click the reply button (it looks like an arrow curving to the left).
1. When you start writing a fundraising appeal letter, what’s the first thing you write?
2. Are you on Team Envelope Teaser or Team Blank Envelope (just the donor’s address and your return address)? Support your answer 🙂
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7 Replies
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I typically create the fundraising offer first. Then, I write the opening paragraph or two.
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1. The first thing I write in an appeal letter is, “I’m writing to you today because”… because if I don’t have a strong why, I’m really going to struggle making an offer appealing.
2. I am team both on the envelopes! We often use teasers, but then once or twice a year, we switch to blank! I hope it keeps our donors on their toes and curious to see what’s going on! I am DEFINITELY team “less is more” on the envelopes though!
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Thank you Sarah for kicking off this discussion and the group on the first webinar says hello!
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I like the idea of using that prompt to help get started. That’s a great idea.
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I am on team envelope teaser for Newsletters and team blank for appeal letters. Data supports that letting donors know on the envelope that a report about the great work they helped make possible is enclosed, increases their likelihood of opening it. Whereas, telling people the enclosed letter is going to ask them for money may decrease their likelihood of opening the offe.
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When writing, I usually start with the problem and build around that.
Team Teasers! I’ve sent a few without when time was an issue, but the ones with are the ones that we get more engagement on. Of course we all love donation checks, but I still feel the win if someone emails regarding the teaser.
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I usually start by writing the fundraising offer.
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