Easier Said Than Done: 6 Freakish Facts About Fundraising

Longer letters perform better.
Almost every time you test a long letter against a short one, the long letter wins. Have a control you’d like to improve? Test a longer version of the letter. Works nearly every time.

You can probably hear just as clearly as I can the loud chorus of people objecting, “Nobody has time to read a long letter.” “Nobody reads anymore.” Or that old fallacy, “I’d never respond to that.” (What you think you’d do tells you almost nothing about what actual donors will do.) They’re almost surely wrong. Test it.