There Must Be 50 Ways …
17. In each article, show how you achieved results, but gently remind the reader that the job is not yet done and you still need her help.
18. Repeat those opportunities on the reply form so it’s easy for the donor to designate a gift to meet each specific need.
19. Put your newsletter in an envelope with a loose reply form and reply envelope; the extra cost usually is much less than the additional income you’ll receive.
20. Save money without sacrificing quality or interest. For example, a No. 10 envelope with a large window on the nonaddress side allows you to use the same envelope for every issue and creates interest when a compelling photo shows through.
21. Survey donors to find out which regular articles they enjoy. Eliminate the ones that aren’t popular, and use the space for articles that better resonate with your audience.
22. Test frequency; don’t let donors forget you. You probably can add a mailing (or two) and net more dollars.
23. Nothing says “junk mail” quite like an indicia. Test a live, bulk-rate stamp; it adds only a small amount to your production costs but could significantly lift response and net income. For higher-end donors, test a First Class commemorative stamp.
24. Develop a monthly giving program; donors who are committed to give monthly are your most loyal donors and usually stay with you even in tough economic times.
25. Reuse winning packages. Donors don’t remember the appeals you sent a year ago. Freshen up the copy as needed.
26. The outer envelope serves two purposes: to hold the contents together and to get opened. Teasers, closed-face, live stamps, four-color, hand-addressing all work sometimes, but not always. Test!
27. Be sure you aren’t neglecting your major donors. Too often, they are moved out of the direct-mail file for “special treatment” that never really happens.