Three easy fundraising lessons

This is the back of the response envelope from a piece of direct mail I got recently:

Bangtailteaser

It offers us three super-easy fundraising lessons:

Bangtail

1. Don’t use a bangtail envelope in direct mail

A bangtail is one of those envelopes with an extended flap that allows you to combine a reply device with an envelope. It’s a useful tool for situations where potential donors are physically present, like performances or other gatherings.

They’re not a good idea in direct mail, where testing has repeatedly shown them to be less effective than separate reply devices that donors send back in normal envelopes. It might be cheaper to use a bangtail, but it’s not worth the savings!

2. Fundraising abhors a vacuum

A big blank surface calls out to be used, and this organization put a message there. You should almost always do this. Use your space to say something motivating to donors!

3. Make it about the donor

A very simple and super-easy edit would make this little bit of copy much stronger by putting the donor into the driver’s seat:

The bigger your holiday gift…

the more you do for our residents

Remember: Donors don’t give to support your organization. They give to make what you do happen. Put the action in their hands, and you’ll get more response.


Comments

2 responses to “Three easy fundraising lessons”

  1. Thanks I did not know this about the BRE. Do you have good examples of reply cards and envelopes?

  2. Thanks I did not know this about the BRE. Do you have good examples of reply cards and envelopes?

Leave a Reply

What this blog is about

The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

Blog policies

Subscribe

Get new posts by email:

About the blogger

Jeff BrooksJeff 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. More.


Archives

Blogroll

Categories


Search the blog

The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

Recent Comments

About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 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.

Blog Roll

someone’s blog