Special Report: Fundraising 101 Direct Mail

And when it comes to copy, refer to your plan. You want your call to action to be direct and clear, and to highlight one or more specific reasons to give now. This is vital. A good response device not only asks for the donation, but also reinforces the reasons to give.

Actually, there are two schools of thought on whether to work out the response device or the carrier first. Both components are critical to the
success of your appeal, so decide for yourself. The point is, doing these first makes it easier to write the letter. Why? Because now you know exactly where the goal line is.