A well-executed cartoon can intrigue potential donors right into your direct-mail package.

By Stu Heinecke

See you in the funny papers
When I talk about the use of humor, I’m specifically referring to the use of personalized cartoons as the hook into the mail piece — not cutesy headlines and never tongue-in-cheek appeals or sell copy. Your mission is serious, whether you’re selling memberships, requesting donations or asking for support for an important cause. And it deserves the respect of a hard-hitting, persuasive appeal.