Making Gift Giving Easier

Last time, we looked at the importance of segmenting your data when creating a renewal mailing or acquisition. Now, let's jump to the most essential part of the direct mail package, and I am talking about something other than the letter. The crucial part is your reply device or devices. Yes, there are more than one reply device in your mailing, some virtual, but one is physical and tucked into the letter: your reply envelope. There are two types: complimentary envelopes and business reply envelopes.

The Complimentary envelope, typically a number 9 envelope, bears the organization's return address and requires a stamp for mailing.

The Business Reply envelope(BRE) is also a number 9 envelope, but it does not only have the return address but also does not need a stamp. 

I am a great proppnent of the BRE. Your appeal needs one  -  because how many postage stamps do you have readily available? We are already asking the donor to write a check or fill in their credit card info, and now we want them to find a postage stamp! Well, it just doesn't happen that much. Your appeal is put to the side until "I find a stamp." Acstamp that rarely appears.

As I see it, our direct mail job is to remove as many obstacles as possible between the donor and the gift. The large text means it can be read without glasses, and the prefilled name and address mean less for me to fill in. Finally, the donor can just put the envelope in the mail without looking for a stamp.

Some people will go to your website, and some will use the QR code, but a significant number will use the reply device and the enclosed envelope. Shouldn't the envelope help, not hurt, your return rate?

For the last few months, I have focused on what I consider significant issues we face as fundraisers. I am returning to some basic techniques for writing direct mail appeal letters.

There are genuinely some basics I like to follow: 

  1. Write a two-page letter. I have heard people suggest a four-page letter, but I think that is extreme. Also, the back page does not have to be completely filled.
  2. White space is your friend. A text-heavy letter, no matter how well written, will not be successful in most cases.
  3. The type should be no smaller than 14-points.  You can even use some 16-point or larger text for emphasis.
  4. Emphasis is your friend. Selectively use larger text,  bolding,  italics, and highlighting,  but be thoughtful about the use.  
  5. Finally, remember that the prospective donor does not know your organization as well as you do. So, write at a sixth or seventh-grade level. Tell a SINGLE story. Yes, your organization has a lot of cool stuff, but your reader only cares about some of the things you are doing. Pick a single story with a positive angle.

It is imperative that you solicit donors regularly with pieces that are similar in appearance.

Finally, your reply device should be the most important part of the mailing. It should include multiple ways for people to donate. I am a great believer in Business Reply Mail envelopes. This type does not require the donor to hunt around their home or briefcase for a postage stamp. They simply write a check or add their Credit card info and drop it in the mail. 

Also, the device should include a URL that takes donors directly to a donation page. This is not the time for them to browse your website. Lastly, QR codes have become very popular, and people of a certain generation use them regularly. 

If you use a curtest envelope, one that requires hunting for a stamp, consider putting a stamp on your most important donors. This will help them send you money. Isn't that the goal.?

Those are the basics. Next month, we will discuss what goes into writing the letter "ASK STRINGS," the importance of the outside envelope, and how to post the letter once it is complete.


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