This is always a tough one to answer, because there is no 'one size fits all.' You often hear that a “four page” letter will do better than a “two page” letter for acquisition (prospects who have never donated). For me personally, this hasn't been the case - but that's why it's important to test. I always try to take at least 10% of my mailing and test something different. If you have always mailed a “two page” letter for acquisition, test mailing a 4 page letter. Just make sure the writing is interesting and compelling enough to make the reader want to act by making a gift.

What you call 'sporadic' donors are lapsed donors. Long lapsed donors (those who have not made a gift in 2 or 3 years or more) should be treated similar to an acquisition audience.

For recently lapsed and current donors, I would go with shorter letters, two page or even a one page in certain cases for those very close to the organization. Again, this is something to be tested before you jump in feet first. As a rule of thumb, I would go with longer is better, and test shorter to see what's right for your organization and audiences.

Yikes! A "form letter!?" Perish the thought! A direct mail fund raising appeal should be a warm, thoughtful, engaging one-on-one communication from you or your agency's chief executive to each individual donor -- with as much unique personal information embedded in the letter as your system allows. Certainly, there must be a letter incorporated into the appeal. Cards or "self-mailers" (brochures mailed directly to donors) simply do not work under any but the most exceptional circumstances. There are four fundamental components of a direct mail appeal: a letter, a response device or "coupon," an outer envelope, and a reply envelope. Don't make the mistake of economizing by leaving out one or more of these elements.

Let me ask you this: let's say you make a gift to a charity, and you get a generic thank-you postcard with attractive graphics, but no mention of how your gift was used, who is being helped, etc - just thanks. How would you feel about that versus a typed letter on the organization's letterhead, with a heartwarming story about the people whose lives you have just made better, specifics on how your gift is being used, prolific thanks and hand signed by the CEO? Maybe even a picture included, dropped into the document?

I'm guessing you would find the letter a lot more personal and gratifying, though perhaps not as slick and professionally done as the postcard. And I'm guessing your donors would feel the same way.

However, the best way to find out - and insure ROI - is to test, test, test! Put together costs for mailing your quick response card to at least 10% of your donor file the next time you mail. Track the results carefully and you'll have solid evidence to present to your management should your card do well enough to warrant rolling it out. Remember, a small test group's percent response will usually be a little higher than when you actually roll it out, so make sure you factor that in your budget.

That depends. With an offset-printed generic letter that's printed on inexpensive paper and mailed to a large number of people, it would be a waste to use one-sided paper. However, if you are mailing a personalized letter to your best donors and using high-quality letterhead, I would definitely keep the text to one side of each page.

You can have the best writing, the best story in the world - but if your envelope doesn't get opened, none of that will matter! I always tell fundraisers to make their outer envelope special with color, or graphics and a good teaser. You've got to drive them into the envelope!

Then, make sure you structure your appeal letter correctly with 12 pt or larger font, use indents and underline key points, make your ask early and ask often, and use your 'P.S.' to restate the ask.

Make your reply device easy to fit into the postage-paid reply envelope, and use good photos that have people making good eye contact with the camera. The 'eyes' have it!

If you are unsure of the length of letter to use, try a four page letter for acquisition/longer lapsed audience and a two page letter for recent lapsed and current donors. If you find yourself straining to fill or edit down the space, then just use what is necessary to make your case compelling. You want to move the donor to action!

By 'stickies' I think you mean premiums such as address labels, etc. I know you're all groaning over address labels. So why do you think so many are being mailed? Because they WORK!!!

I try to keep any premiums I mail mission-based and somewhat useful. Bookmarks, send-back cards with room for the donors to write messages of encouragement to those you help, prayer cards, etc. I only mail premiums to acquisition audiences, not as a renewal. This is something I encourage testing - mailing with a premium vs. without.

I hate to disillusion you, but there has never been any data-based doubt that, under most circumstances, longer letters tend to bring higher response and higher revenue than shorter ones. There are lots of exceptions, especially when it comes to letters sent to previous donors. For example, many donor renewal letters are appropriately short. But, especially in recruiting new donors, a longer letter will outpull a shorter one. Despite all those people who insist "I never read long letters," for some reason, they still work.

Yes! I always use a gift array based on the last gift. This adds to the personal feel you are going for and you won't offend the donor by asking for too large, or too small of a gift.

The first question to answer in monthly giving is by what means will you ask donors to give. Experience shows that in the United States (as opposed to Canada or Europe), monthly giving is easiest to introduce via credit card. That means, in practice, MasterCard or Visa. Automatic bank transfers are cheaper, but that's a tougher sell in the U.S. Do NOT make the mistake of offering payment by check. Though a few check donors are loyal, most tire of the exercise and stop giving sooner or later (usually sooner). Next is the question of the BENEFITS to the donor. The biggest benefit is that, as a monthly donor, you gain more bang for your buck. Monthly giving saves time and money for the organization, thus allowing a larger percentage of each gift to be put to work doing what your organization is best at. Other donor benefits include being part of a loyal, reliable, leadership group that is the backbone of the organization's support, and not having to bother writing checks.

I would highly recommend being specific about how the donor's gift will be used in your appeal. However, your example is missing a key element - talk about what the donor's gift will do, not why you need the donor's gift. For example, "Your $200 gift today will do more than just provide a new window to keep out the cold for Tommy's family ... your gift will provide hope for a brighter tomorrow." Another tip on a specific ask: I received a higher response when I didn't round the dollars and cents, which lends a certain creditability to the amount. I don't mean make a number up, but if it takes $1.92 to feed a hungry child a hot, nutritious breakfast, then say so. One word of caution: run this idea past your data entry people first. Mine got very grumpy after entering LOTS of those odd amount checks! A good problem to have though, right??