Comments on: Direct Mail Tip #5 http://www.ideadesign.ca/the-naked-idea/2009/07/31/direct-mail-tip-5/ A weekly look at how charities can communicate better with donors through design. Sat, 04 Feb 2012 14:41:24 -0600 http://wordpress.org/?v=2.8.4 hourly 1 By: Tara http://www.ideadesign.ca/the-naked-idea/2009/07/31/direct-mail-tip-5/comment-page-1/#comment-639 Tara Mon, 10 Aug 2009 19:07:56 +0000 http://www.ideadesign.ca/the-naked-idea/?p=408#comment-639 This is very interesting for people to visually see the difference between letters that are really focused on the organization and ones that take the time to speak to the donor in a more personalized way and make them feel special. I think we all have to remind ourselves about this basic principle every once in awhile. Tara This is very interesting for people to visually see the difference between letters that are really focused on the organization and ones that take the time to speak to the donor in a more personalized way and make them feel special. I think we all have to remind ourselves about this basic principle every once in awhile.

Tara

]]> By: John http://www.ideadesign.ca/the-naked-idea/2009/07/31/direct-mail-tip-5/comment-page-1/#comment-625 John Fri, 31 Jul 2009 12:36:27 +0000 http://www.ideadesign.ca/the-naked-idea/?p=408#comment-625 Hey Jonathon! Thanks for sharing that. Frankly I was disturbed at how many letters in that stack on mail that i had barely used the word "you" - people need to stop blaming their lousy returns on the recession and look at the basics. Hey Jonathon! Thanks for sharing that. Frankly I was disturbed at how many letters in that stack on mail that i had barely used the word “you” – people need to stop blaming their lousy returns on the recession and look at the basics.

]]> By: Jonathon Grapsas http://www.ideadesign.ca/the-naked-idea/2009/07/31/direct-mail-tip-5/comment-page-1/#comment-624 Jonathon Grapsas Fri, 31 Jul 2009 12:31:10 +0000 http://www.ideadesign.ca/the-naked-idea/?p=408#comment-624 JL Don't 'we' all over your copy is a mantra that people should remember when drafting their next fundraising letter. A letter developed by the Starlight Children's Foundation in Australia recently had 50 (that's right 50) uses of the words I/you in a 4 page letter. It doubled income from the previous year. Not just because of that - this was one in a number of classic DM principles that were followed. But making it personal using colloquial language is a must. Wonderful people (donors) couldn't give a toss about internal stuff, they want to hear from a person (not bricks and mortar). The letter needs to read like a letter, not a brochure. Best way to test this is to read it aloud. Its uncomfortable, but it works. Anyway well done on your series this week. JG JL

Don’t ‘we’ all over your copy is a mantra that people should remember when drafting their next fundraising letter.

A letter developed by the Starlight Children’s Foundation in Australia recently had 50 (that’s right 50) uses of the words I/you in a 4 page letter.

It doubled income from the previous year.

Not just because of that – this was one in a number of classic DM principles that were followed. But making it personal using colloquial language is a must.

Wonderful people (donors) couldn’t give a toss about internal stuff, they want to hear from a person (not bricks and mortar).

The letter needs to read like a letter, not a brochure. Best way to test this is to read it aloud. Its uncomfortable, but it works.

Anyway well done on your series this week.

JG

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