Back to School ... Back to Acquisition

Remember the tsk of acquisition copy
Successful acquisition copy isn’t first and foremost about educating. It isn’t about creating a mailing that everyone on your staff loves. It’s about getting people who don’t know anything about you (and may not care to change that fact) to give donations. Everything in the mail package or e-mail/landing page combo has to drive toward a donation. This is not the place to include (or link to) your corporate brochure or annual report. Brag about your low overhead with a pie chart on the back of the reply card or in the footer of the e-mail; the letter or the e-mail copy is about motivating people to donate.