What Goes On in the Mailbox?

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: