Bridging the Creative Gap: Direct Mail and Electronic Fundraising

Is direct mail really “old school”? Well, if “old school” means communicating your offer in a compelling manner, using conversational but appropriate language, and always including a clear call to action, then yes — direct mail is guilty as charged. But the new kids on the block — those electronic marketers — should study the old-school curriculum carefully!

Sure, there are important differences in creative approach for mail and electronic media. We probably all have heard that electronic media demands shorter, chunkier copy. And electronic messages can (and often should) leverage movement in ways that direct mail just can’t touch. On the other hand, direct mail has tactile attributes that e-mail can’t touch. The feel of fine linen paper, for example, can’t be replicated on your computer’s screen.

But many marketing and fundraising best practices transcend the medium involved. Here are a few examples.

The hook
We call it the envelope teaser in direct mail. In outbound e-mail, it’s the subject line. E-mail was at first a novelty, but for many of us who get literally hundreds of e-mails a day, it can be a burden. How do you stand out from the inbox competition? The subject line is the key. To me, leaving the subject line blank is a sure sign of spam, so that’s probably not your best option. Be compelling; be brief. Which do you think works better: “Learn about Treehuggers” or “Toxic waste in YOUR local rivers!” The better subject line — and envelope teaser — is the second option.

Benefits
What are the benefits associated with your product or with membership in your association? People want to know — what’s in it for them? Don’t leave them hanging. Many organizations get especially caught up in focusing on themselves, and not the donor or consumer. It’s not about YOU. It’s about THEM. Good direct mail and good e-mail never hide the reasons to respond — they are front and center.

Write conversationally
If you are talking to a friend, you don’t talk in long, complicated sentences that require your friend to keep a dictionary by his or her side. So when communicating via mail or e-mail, treat the reader as a friend. Loosen up the grammatical rules just a little, and shy away from those 25-cent words in favor of the 10-cent words.

Make it personal
In fundraising, we say that “people give to people.” In sales, we know that people buy from people they like. So give your creative a personality. Adding a picture of the letter signer near the signature in both direct mail and outbound e-mail often lifts response. Think of it as the start of a relationship with the recipients. Over time they will begin to feel like they know you — and that’s a very good thing!

Visuals matter
In some circumstances, such as raising funds to meet an immediate crisis, simple designs work best across all channels. But most often, compelling visuals help you meet your goal. They give readers an immediate image in their minds about your message. For example, if you’re an animal-rights advocacy group, then a cute critter placed strategically in your e-mail or direct-mail package pulls at the heartstrings and helps close the deal.

Call to action
In commercial marketing, you can’t forget to ask for the sale. In fundraising, it’s the contribution. This request should be “above the fold” in an e-mail or on Page 1 in the letter. That’s a direct translation from one medium to the other: placement should be prominent.

Of course, there’s no one-size-fits-all solution for all situations. You want to test any of these concepts before rolling with them. But give the “old-school” best practices a chance at succeeding in the electronic frontier — you won’t be disappointed.

Pete Carter is a principal and senior vice president at Chapman Cubine Adams + Hussey, which provides multichannel fundraising services to a variety of associations and other nonprofit organizations. For more information, contact him at 703.248.0025 or pcarter@ccah.com