Unfortunately, I never read this issue of Agitator three weeks back; but, I always save them and try to go back later and take a look. I’m happy I saved this one!

I could not agree more with what you had to say in this posting. Just a terrific retelling of the “gospel” according to all of the best direct-mail copywriters (particularly for nonprofit fundraising).

This subject struck a really deep chord for me and brought back a flood of memories of my “childhood” days in direct-mail fundraising. It served to remind me that some truths are tested and tested and always reproved to be truth!

Back in the late 70s, when I was development/PR director for an Easter Seals state chapter and cutting my teeth on direct-mail fundraising on a much larger scale, I had the good fortune to work with Alan Sack at Hub Mail in Boston. We had planned to build the annual Easter Seal spring appeal in one of those years around the state’s television weather forecasters. The strategy included an offer and a challenge, and it was integrated with the annual, national telethon.

We all thought we had a winning strategy and formula, as well as a fantastic mailing package, but we decided to submit the entire program to the rigors of some consumer-opinion research. We engaged a research firm and conducted some focus groups and test mailings. Good thing we did!

As marvelous as we thought our entire program was, the research exercise resulted in some important changes and adjustments to everything — the general strategy, the mailing package, and even our planned roles for the weather guys. Some of it was amazing to us, because we thought we had the best in expert talent and know-how putting the program together.

What we learned was that it’s still different to be standing in the donor’s or prospect’s shoes! In the end, the research results and the changes and adjustments were validated, because the campaign was an enormous success. And it was successful not only from the standpoint of overall response, dollars raised and new donors acquired, it also garnered major media coverage and exposure for the state’s Easter Seal movement that year.

Thanks for stressing the “What” piece of direct-mail fundraising. And, the more I think about it, the more I’m reminded that the “What” component is critically important in all fundraising methodologies and initiatives. Otherwise, we wind up being mystified by the prevailing vagaries of donor loyalty and the “analysis paralysis” you describe ends up being a chronic ailment!

You left out a key element of copywriting. Not just to sell the problem, the need, but to create targeted emails and letters to people who give for different reasons.

It’s easy to appear hamfisted to a donor who is business-minded, if, for example, you write a heartfelt plea for support using a story from a family in need. A business minded donor will understand numbers, not stories. Know thy donors, and mark them with custom fields in your database. I have a little slideshow presentation about the different kinds of donors which you might be amused by.

http://www.wildwomanfundraising.com/whats-your-donor-personality/

So, are you a communitarian? A devout? A socialite? Why do YOU give?

Are you making sure that your donor communications are tailored to different reasons for giving, or do you assume that everyone is like you?