Fundraising Letters That Work

Inside, the copy trades on two great copy drivers, exclusivity and flattery, with appeals to one of the “select few,” someone who is “independent, intelligent, aware.”

Besides the letter and design (including not using expensive color and paper stock), Kalenak attributes HCN’s mailing success to two other factors. First, “Price testing is huge.” Among the offers received by Who’s Mailing What!, the two Grand Control efforts were for rates of $12 and $14.95. As shown in the order form, HCN tacks on two extra issues to the subscription by paying up front.