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Category: Direct mail

Australia Post
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Yesterday, Australia Post announced letter delivery would be reduced to once every two days in metro areas. Along with current delays due to the increase in online shopping parcels, this will obviously affect direct mail to donors. It’s probably too difficult to move forward deadlines for first waves of tax appeals now but consider moving forward second wave deadlines by at least a week. Before corona, if your mailing was due to hit letterboxes on a Wednesday, you could expect most people in metros areas to receive it by the end of the week or by the following Monday at the latest. Now, to be safe, I would suggest allowing at least a week.
corona_2
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Right now, I’m working on adaptations to charity appeal messaging due to the coronavirus. I know that many charities are struggling with finding the right words to address the pandemic in their communications. Hence I’ve put together some ideas around communications re the coronavirus. It’s a bit rough and ready but you’ll get the general idea.
coronavirus
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I've been in discussions with charities all morning about adapting upcoming appeals in light of the coronavirus. I’m hearing about events cancelled, charity staff moving to work from home, questions about how to process donations if everyone is working remotely. What nobody is talking about is cancelling direct mail appeals. Which is a good thing even if you don’t raise as much as you normally would.
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Fundraising copywriting is one of those professions that everyone thinks they can do better than the person trained in fundraising copywriting. I’ve been writing fundraising copy for long enough to now need training on how not to do eye rolls when I get ill-informed feedback on our work. (Note I said ill-informed feedback - I welcome feedback that corrects factual errors or makes the creative stronger.) Seasoned fundraisers know the type of thing I mean.
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It came in a cute, non-DLX envelope. Greeting card sized.It was printed on smaller than A4, stationery-sized paper.It started with a lovely thank you.Then it was RUINED by personalisation gone wrong. This sentence:Will you give a gift to the Where Most Needed Fund to help meet these needs?I couldn’t help laughing. Now there may well be some charities with an official “Where Most Needed Fund”. But I’m guessing that this non-profit tried to personalise this sweet, little letter by incorporating the name of the last project, item or appeal to which the donor gave.And it would have worked wonderfully if the donor had previously donated to anything specific. Then it would have rendered as...
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Ask yourself this. What type of communications is really driving your fundraising? Because if you’re serious about raising funds – as opposed to raising awareness or educating people – then you need to be incorporating tried and tested direct response techniques into your appeals.
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I am utterly swamped with tax appeal work currently but when the mail came in today, I took a quick look to see if anything stood out. The image above shows the pile of envelopes I received today... and at the bottom are the envelopes that caught my eye. Those are the ones I immediately opened.
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