A strong offer can make all the difference in helping your organization raise more money from prospects

By Abny Santicola

For example, Pine Street Inn, a Boston-based shelter, included in one of its direct mailings a photograph of a park bench, with adjoining copy that read, "To most people this is a bench, but to some it is a bed."

And use a format that reinforces your offer. When you need people to step up with big gifts, use a stunning format with a lot of high-end elements. When you’re looking for $10 and $15 gifts, mail something on the simpler side, employing things like faux handwriting or the brown paper bag mailing.