Donors only spend a few precious seconds scanning fundraising appeals. It is critical that eye-catching headlines and call-out text be crafted in a way that communicates the essence of the message. Here are three templates to help make the most of your headlines.
Appeal letters are at their best when the language focuses heavily on the donor’s need to know that he or she is the only one who can make a difference in that moment. Too many refernces to “us” and “we” redirect attention back to the organization, attenuating the importance of the donor’s role.
Over 90% of potential readers never open the envelope. The more that writers understand about how readers engage with direct mail appeals, the better chance they have of maximizing open rates.
News feeds, blogs, websites, and print media are like an army that mounts a daily assault on your mind. We are constantly bombarded with “stuff,” much of which is poorly written and peppered with errors. With a few simple rules and the right tools, however, you can get control of the glut and increase the quality of what you read.
Direct mail appeals are unlike other forms of writing, and people do not read them the way they would other correspndence. Are you including a P.S. line in all your direct mail appeals? If you are not, you need to. Here is why…