Two Nonprofit Direct-mail Response Boosters

While the letter in a direct-mail package lays out the offer and call to action and touches on all the benefits of response, the lift note should hit on a single benefit. “It’s usually a benefit of a higher order,” Penn says. “It’s a more aspirational, brand-oriented type of message.”

It also can be an emotional benefit outside of those mentioned in the main letter related to the organization and its mission.