Direct Mail Package 101
An experienced direct mail copywriter, with a proven track record, can command thousands of dollars for creating a direct mail package. But of course that investment can — should — pay off in spades when the returns start piling up. Especially for prospecting packages that survive as controls … sometimes for years.
[I’ve often wondered why the best of these copywriters — like songwriters — didn’t insist on royalties! But I digress.]
Any nonprofit attempting to mount a direct mail campaign should think about whether your campaign can afford a seasoned copywriter. As a rule of thumb, I might pose that if it can’t, then maybe you should re-consider whether direct mail is the right medium for you … if only because your scale doesn’t warrant the investment.
But I concede that leaves thousands of small nonprofits who have little choice — you do need to ask for donations, and do need to use mail to do so. My advice to those groups is to make sure the responsible ‘fundraiser’ (whatever other hat they might be wearing), at least takes advantage of the excellent online advice re fundraising copywriting that is available.
Start with the superb direct mail fundraising ‘tutorial’ offered by Jerry Huntsinger as published on SOFII.
Follow the advice proffered by donor communications guru Tom Ahern.
Remind yourself to keep your direct mail appeals donor-centric by following the admonishments of creative Jeff Brooks at Future Fundraising Now.
At the end of the day, copywriting is a craft, and not a ‘paint-by-numbers’ exercise. Not many of us will ever excel at it.
But if circumstances force you, as your nonprofit’s one-armed paper-hanger, to be writing your organization’s next fundraising letter (in addition to, say, balancing the books and running the charity ball), you can at least find some reliable guidance from these sources that will help improve your odds!
Tom
P.S. I was prompted to write this post upon seeing this article — How to Write a Complete Direct Mail Package, Piece-by-Piece — in Direct Marketing IQ. I thought it might be useful to pass it along … it’s OK advice regarding some basic mechanics. But then I worried that the really critical issue is the writing. And that author’s “Short, attention-grabbing first sentence” and “Body copy that tells a story, presents a problem and solution, and/or presents your offer, along with benefits and details” doesn’t quite get the job done. When it comes to crafting the message, listen to Jerry, Tom and Jeff.
4 responses to “Direct Mail Package 101”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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All guys. It’s ALWAYS all guys. (And not that I don’t follow every one of ’em — Tom A., Jeff and Jerry — but sheesh…) So how about a shout-out to women who write? Donna Baier Stein and Kay Lautman both wrote books…the late Joan Throckmorton. Aline Reed of Bluefrog has a fantabulous sample on SOFII, the ActionAid Iguana letter… C’mon, Tom B., you know they’re out there. Now let’s hear it for the ladies! 🙂 Lisa S.
Lisa has a great point guys, particularly since studies are pointing that women are more generous givers than men.
Tom Ahern generously presented a two-hour webinar to members of my coaching group recently. The results were nothing short of amazing. Not only did their assignments show 100% improvement, but I’ve also noted great progress in their web copy.
A huge part of good copywriting is understanding what constitutes donor centricity.
Though I credit Huntsinger especially for teaching me as a young fundraiser to be the copywriter (thereby saving my organization thousands in a year), and think both Brooks and Ahern are simply brilliant, I’m going to chime in with Lisa and Pam.
You know the women are out there!
In fact, reading Lisa and Pam’s blogs is very instructive, and I’d heartily recommend both of them!
Interesting points, both about the quality of copy and why fundraising copywriters don’t get royalties.
I’ve written packs that have stood as controls by charities for more than 10 years and raised tens of millions of dollars for them, but only get paid a modest fee for the writing.
In Australia at least, the Fundraising Code of Ethics bans being paid a percentage for fundraising work – but a royalty on repeated use would be an enormous incentive to do work at a an even lower price, and give copywriters an adequate ongoing income (frequently hard to come by if you specialise in not-for-profits.
There is a prevailing view among many charities that you should do their work for nothing or a low price because they are a charity. But good quality work will reap them much greater returns than cheap, poorer quality copy.
Do any not-for-profit copywriters negotiate a royalty?