May 2014

Published on May 23, 2014 by

What bad fundraisers don’t understand about long copy

This year, I’ve taken on several new clients. And I’ve found myself having variations of the long vs. short copy discussion with all of them except one.

What surprised me was some of them were working with other consultants before me. So I thought they would not be averse to trying long copy to lift income and/ or response. Not so.

Here’s the “I’m-going-to-fight-you-on-this-even-though-I-know-little-about-fundraising-and-we-desperately-need-more-money” version of the discussion.

ME in meeting to discuss upcoming appeal letter: “Now how would you feel about doing a four-page letter?”

CLIENT: “I HATE long letters! I/ my wife/ the chairman ...

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Published on May 14, 2014 by

Beware! Are your EOFY appeal letters as good as these?

In the last couple of weeks, I’ve seen the first of the EOFY appeal envelopes arrive in my mailbox.

The verdict?

I’m impressed.

Aside from my own clients, I support several non-profits. In previous years, they’ve had – shall we say – rather lacklustre direct mail.

But several have really lifted their game this year. Improvements include:

1. Very well crafted propositions – specific rather than generic offers I’d really be interested in giving to.

2. Very good use of story – these non-profits seem to have actually gotten someone out there to interview beneficiaries. Rather than plonking in a ...

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