Just Slightly Contrarian: Oh, Woe to the Wimpy Reply Device
You have to make it tough enough to stand on its own.
* Avoid legal phrases. Even though the reply device can be worded in the terms of a contract, the phrases must not be written as though they were created by a Philadelphia lawyer.
* Upgrading and renewals: Slant your copy directly to an inactive donor — for example: “We miss you! We really do!” — for a renewal effort, or use it to pat major donors on the back or stroke others into major-donor territory.
- People:
- Jerry Huntsinger
- Mathews
- Smith
- Places:
- Philadelphia
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