Take
The follow-up mailing can employ a smaller, less expensive format than the prior mailing, and could generate up to 70 percent or 80 percent of the original.
Personalize but don’t patronize
Most organizations have effectively employed personalization techniques to use the donor’s name, giving history, city and state within the text of a letter. But sometimes we end up hitting donors over the head with it. Donors are savvy enough to know that computers, not people, provide this personalization, so don’t overdo it.
- Companies:
- DaVinci Direct
Steve Maggio is an industry leader who has provided innovative strategy and creative for more than 200 nonprofits in his 30-year career. Since co-founding DaVinci Direct Inc. in 2005, Steve has served national accounts Disabled American Veterans, Lupus Foundation of America, Muscular Dystrophy Association, American Diabetes Association, American Cancer Society, Paralyzed Veterans of America, Memorial Sloan-Kettering, National Jewish Health and several faith-based charities, as well as regional healthcare, humane society, social service and international nonprofits. His teams have won more than 250 awards, including DMA ECHO, DMAW MAXI, DMFA Package of the Year, and NEDMA Awards for Creative Excellence, including Best of Show.
