Direct Mail on a Limited Budget

For urgent appeals, create a sense of urgency by stressing a genuine reason why gifts are needed right away, or tie your fund request to a budgetary deadline so you can argue time sensitivity and repeat your urgent appeal throughout the letter.

5) Devise an effective packaging concept. This is the process by which you figure out what the package will look like. Will there be a long letter or short letter? Will you use First Class postage or bulk mail? Will it be a personalized addressee or to "Dear Friend"? You'll also be deciding whether to use a reply device, return envelope, lift letter, premium, the size of the outer envelope, framing the lead (a story, experience, etc.), and writing the P.S.