Seven Ways to Spice Up Creative

7) Authenticity. Many direct-mail appeals sound and look alike because they’re written and created by similar people: executives in nonprofit organizations and the agency creative types who serve them. To overcome this creative similarity, look at primary resource materials such as letters from volunteers, news articles, official reports and first-hand accounts from the field to give the appeal more authentic language and imagery. Direct quotes taken from field operatives and testimonials from people who have been helped by the organization often can convey the organization’s mission in language that is fresher and more compelling than any copywriter can invent.