The “default” direct mail appeal doesn’t really work

According to informal research (i.e. the random fundraising mail that shows up in my mailbox), there’s a default way to do direct mail fundraising.

It’s like this:

• #10 outer envelope, window or closed face, with a teaser like a journalistic headline — it clearly signals what’s inside, like, “Please help hungry children in the community today!”
  
• One page letter. Because “nobody reads any more.” Often with a puzzling photo of some activity. Type is often tiny (10 point or less) to get it all to fit on one side of the letter.
  
• Reply Device either a coupon (about 8.5 x 3.5”) or a small “bangtail” envelope where the donor must write in their details.
  
• A brochure of some kind (optional).
  
• #9 (or smaller) return envelope, unless there’s a “bangtail” reply device.
  

Straightforward, affordable, easy.

If your direct mail fundraising looks like this, you need to change it. Right away. Here’s why:

• There’s nothing wrong with a #10 outer envelope; it’s affordable and works just fine. But larger (or smaller) sizes tend to work better. It’s the journalistic teaser that could be hurting you: With a few exceptions, the best approach is mystery. More people pay attention to an envelope that doesn’t say exactly what’s inside. The go-to thing is no teaser at all.
  
• Hold on to your hat, because I’m going to tell you something that may surprise you: Longer letters overwhelmingly perform better than short ones. A one-page letter is a big mistake (usually). Two pages, four pages, or more should be your standard letters. (And 12 point type is the smallest the letter copy should be. Bigger yet is better!
  
• Coupon-sized reply devices aren’t going to kill you, but something bigger is likely to do better. And a reply device combined with an envelope is a pretty dependable loser.
  
• Lift pieces work. They usually “lift” response. But not brochures.
  
• #9 is a good go-to size for a return envelope. You can improve it a bit by using a color paper other than white.
  

I’m not sure why the “default” direct format is so common. Are they teaching that in fundraising school?

But don’t do it!