‘Common Logic’ Is Not Always Logical

There are few other arguments in direct-mail fundraising that are as fruitless as this debate. This should not be an “either/or” deliberation. Sometimes short letters are best. At other times, longer letters are preferable. It just depends on the subject, the client and the moment.

It doesn’t matter whether you’re writing a prospect letter, an appeal to a lower-dollar donor or a solicitation to a major donor, the letter should be short or long depending on the individual need of the package.