Just Slightly Contrarian: Oh, Woe to the Wimpy Reply Device
You have to make it tough enough to stand on its own.
Why this approach?
Many donors are quite clever in the way they read their fundraising mail. They’ve read more appeals than most of us have written.
When a donor first looks at a piece of mail, he starts scanning. And he often reads the reply device to find out what the appeal is all about. Then he goes through the package and reads the letter and, if your appeal captures his imagination, he becomes motivated enough to send a gift.
- People:
- Jerry Huntsinger
- Mathews
- Smith
- Places:
- Philadelphia
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