Trends
Click the questions below to display the answers:
Collapse all | Expand all
Are testimonials still the way to go, when you are creating direct mail pieces for maximum gift giving?
ANSWER
If I can get them, I love to use them but I have found the most effective way is to make sure you structure the fund raising letter properly, and use emotion to build your compelling case. Testimonials can be very compelling, but if they aren't structured right, they can fall flat.
I'm new to direct mail. What are some of the big mistakes I should avoid?
ANSWER
Throw your English degree out the window. Use a conversational tone when writing, use contractions, make it personal. Use I instead of we, talk person to person!
Target your mail list to your best prospects by modeling your current donors. What do they have in common? Age, sex, etc? Those are the people you should be mailing. Don't try shooting fish in a barrel.
Teaser copy on the outside envelope: Is it important or does it just say "don't open me?"
We keep having a debate in my office about teaser copy on the outside envelope. It can go on for days. I hate it but everyone wants to add it. Is there a right answer--for any population?
ANSWER
You can't allow your personal preferences to influence you over what WORKS. I hate address labels - but everyone keeps mailing them, because they WORK!
The right teaser copy can really help your response, in my experience - remember, if they don't open it, you've lost before you even got started.
Challenge yourself to write some really good teaser copy and test it head to head over an outer envelope without any teaser. See if you get a lift in response and settle the debate once and for all!
Thank you for this forum. What do you see as the major future trends for direct mail? I've heard so many but would appreciate a fresh perspective.
ANSWER
First, direct mail will NOT die in the foreseeable future. Rumors of its demise are highly exaggerated. Those who predict that online giving will replace it haven't been looking at the numbers emerging from the field of online giving.
Now, I DO believe there is a bright future in fund raising online. I just think it will take longer for the habit to take hold than most boosters of online fund raising are thinking.
Second, there are two long-term trends now in place in direct mail: a slow decline in response rates, largely due to growing competition, and a fast-increasing professionalization of direct mail practice.
|
