June 8, at 3:
Like, light sabre HOT! But today for you, we have an inspired direct mail case study to share with you. A while back, we wrote a piece called 50 things at least! I got a message from the wonderful FundraiserGrrl herself, Rory Green asking if such a direct mail guide existed — and once she told me her idea for this piece, I KNEW I had to be a part of it.
Please note — most of the recommendations and suggestions here are based on years of testing and best practicing… when in doubt — TEST it with your own file — what you learn may surprise you! Your outer envelope OE: This looks urgent and sounds urgent! Your donor wants to know how it can help right now!
Design appropriately my friends! Your letter — The first thing I see — as a donor — is my name. A donor will read their name, any underlining, turn it over and read the PS. What happened to her father? This is how that gift helped! A great reminder of the good feelings your donor likely had when they last gave!
As big as possible — 13 point here. Courier is likely one of the most — if not THE most effective font in direct mail. I can practically hear the letter writer sitting in the dark quickly hammering this out on her typewriter.
Someone has taken the time to point out the important stuff here with underlining and surprise: How will it help make a difference?
This may be the only thing people read — make sure they know what you want from them! In this case, Princess Leia looks focused and ready for battle — will you help her? They like to see their name and think this was made just for them! Remind the donor of what you want from them — simply!
A small, inexpensive sticker can have great impact — peel of the sticker of luke and with your action of placing it on the coupon — you will save the alliance! Involvement can be VERY empowering! Your sticker — Use this to help Luke and save the universe.
But flush out any remaining missing pieces for the case for support.
Or do you feel like adding a few other tips that might make this better — please let us know! So here it is.
Without it, most of you direct mail donors will fail to send in a gift. And then let us know how it does! Room for donors to write their return address is nice but not needed.Start studying Business Communication Ch.
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In direct response advertising, a great direct mail pack can work wonders for both the brand and the bottom line. Truly successful direct mail is targeted, says something in a way that's both powerful and memorable, and talks directly to the customer. And there's no .
A direct letter to someone who is perhaps in your office still ought to follow the simple rules of letter writing. In order to do this you should follow a direct letter format so that you stick to the formula normally prescribed.