12 Tips for Bulking Up Your Offer
He threw in the following bonus rules, as well:
Rule No. 11: Donors want to fix a problem more than celebrate a solution
To test this, Girls Inc., an organization that promotes girls' rights to be themselves, did a split test of an acquisition mailing. One mailing featured "Girls Can't" on the outer envelope and then inside talked about all of the myths of what girls can't do, urging recipients to support the organization in its efforts to help fix these misconceptions.
The other mailing said "Girls Can" on the outer envelope and focused its messaging on all of the great things girls can do, asking recipients to support the organization so that it can encourage girls to do more great things.
The "Girls Can't" package won the test, garnering a 12 percent higher average gift.
Gaffny adds that this rule also explains why anniversary appeals often don't work so well.
Rule No. 12: Remember the "consequence of inaction"
Telling donors what will happen if you don't raise the necessary funds can push many over the edge to donate to your cause.
In closing, Gaffny urged attendees to continue going for $15, $20 and $25 gifts, but to construct opportunities for donors to give larger gifts as well.
While it might be impossible to follow all 12 rules in all mailings, all the time, Gaffny said the goal is to think about as many as you can when constructing your offer.