Special Report: Fundraising 101 Direct Mail

Rookie Mistake No. 3 — Overlooking the response device
Rookies usually write the response-device copy as an afterthought once the letter is done. Bad idea. Before you start your letter, you want to be clear on where it will lead your readers — and it should lead directly to the response device. Think about the format of your response device. Will it be perfed off the letter or freestanding? What’s the size? Will you include financial-data pie charts, testimonial quotes or other credibility builders?