P.S. If you want to make your direct mail (or email) work better, always include a P.S.
Okay, don’t put it at the beginning of your message. But consider writing it first. Because it’s possibly the most important paragraph in your message. It is frequently the first thing people read (at least in print), and often the only thing they read.
As the Communicate blog says, Remember the Postscript. Donors Do!. Try to get some or all of these things into your P.S.:
- A sense of urgency
- Appreciation
- A tangible way to help
- A specific amount of money to give
- An ask for monthly giving
- A limited time opportunity
P.S. If someone tells you a P.S. is “unprofessional” or “tacky” or they just don’t like it … you know that person is a fundraising ignoramus. Try not to listen to them.
Jeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.
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