The Decline and Fall of Direct Mail Creativity
The letters are lousy, with the content dictated by lawyers and then created by Neanderthals who dont have a clue what theyre doing and who are psychologically incapable of making an emotional connection with the reader.
Hmmm. Just what I was thinking as I leafed through a random pile of direct mail packages that had arrived in my mailbox.
These are the words of Guest Agitator Denny Hatch, a skilled and proven copywriter of some 40 years and a professional voyeur and perceptive critic of the direct mail world. For nearly two decades since he and partner Peggy launched Whos Mailing What! Dennys been rattling cages for all the right reasons.
In his must read Denny Hatchs Business Common Sense he tears into the copywriting skills of the credit card industry (lousy!) which last year mailed 6 billion offers and is getting a lousy response.
Frankly, I could care less about the financial services business, but I urge you to take the time to read Dennys analysis and the case study he offers a perfect analogy for whats also happening in the world of non-profit direct mail.
In brief, judging from my mailbox, the Neanderthals are winning. The sector has grown lazy and formulaicthe creative equivalent of the inmates taking over the asylum.
Read Dennys piece and weep. Better yet, read it and wake up!
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 […]
Read Full Answer
I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
Read Full Answer
Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
Read Full Answer
Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
Read Full Answer
There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
Read Full Answer
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 […]
Read Full Answer