The letter laid out the situation in a truthful matter. That honesty with donors really helped St. Labre shore up the gap because the donors responded with gifts. They appreciated that St. Labre was honest with them and appreciated their loyalty, which in turn strengthened the relationship.
Use the most powerful words in the English language in your headlines/subheads when possible
Thompson said the 14 most powerful words in the English language are:
Of course, "you" is the one that fundraisers should use most often when communicating with donors.
Test teaser vs. non-teaser
Sometimes a teaser can help push a donor inside a direct mailer. Other times, a plain envelope works better because donors' curiosity urges them to open it up. The only way to find out is to test it.
"If a teaser doesn't immediately come to mind for you package, a teaser is probably not needed," Manes said. "Recent trends have shown that teasers aren't working as well anymore in some instances, but you should test it. Start by challenging your assumptions."
Check back for ideas 21-30.