What Goes On in the Mailbox?
It’s more complicated than it seems. But if you think it through, you can target your fundraising messages for better success.
Malfunction rate
So many things can go wrong between the time a donor decides to give and when she actually gets a gift mailed. Maybe she can’t find the checkbook. Or a pen. Maybe the phone rings. Or a giant meteor hits her house. Your defense against these things:
- Make it easy to understand and respond.
- Communicate with utter clarity.
- Be meaningfully urgent throughout.
Finally, an elite few of your appeals make it past every barrier. Here’s where it comes down to the binary yes-no decision, where a donor looks at your mail and says one of these things:
- Companies:
- Merkle
- People:
- Jeff Brooks
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