Special Report: Fundraising 101 Direct Mail

Sure, fundraising agencies use all kinds of creative briefs and strategy documents. Some are good, and many are quite complicated. But the essence of a sound plan is simple. Just answer these questions: Who are you writing to? Why are you writing to them? And why should they respond now? Do your research to figure that out and keep that information in front of you as you create your appeal, and you’ll stay on track.

Rookie Mistake No. 2 — Starting with the letter
While it’s true that the letter is the star of the package, it’s not the place to start — though most rookies think it is. Where do you start, then? The carrier, because it’s the first thing your prospect sees. So once you have a clear plan, it’s time to crystallize that vital information into a compelling carrier.