30 Ideas to Enhance Fundraising Direct-Response Creative, Part 1

As fundraisers, you all know the importance of messaging and message delivery. That's what makes creative in all fundraising direct-response appeals so vital.

At the Association of Fundraising Professionals' Fundraising Day in New York last Friday, three fundraising professionals, along with moderator Amy Tripi, president of Tripi Consulting, shared 30 ideas to enhance fundraising direct-response creative. Here are the first 10 ideas from the session "30 Ides in 60 Minutes: Your Hour of Creative Power" shared by presenters Luke Vander Linden, vice president and senior marketing at Carl Bloom Associates; Christine Shilosky, senior account executive at Mal Warwkick/Donordigital; and Lori Burns, senior vice president at Russ Reid.

1. You don't always have to include a teaser
In fundraising direct mail, a teaser isn't always necessary. Teasers are meant to "tease" or intrigue donors into a package, and sometimes the best teasers are simple ones, such as "First Class Mail" below a commemorative stamp or the letter signer's name above the corner card.

However, unnecessary teasers just distract the donor or prospect. When in doubt, mail an entirely blank envelope.

2. Be a peeping Tom
If there is something meaningful inside, use a multi-windowed envelope. It works as a teaser, and it's an opportunity to save on costs instead of printing a teaser on the outer envelope.

3. Convert single-gift donors to monthly givers
Monthly giving is so valuable to any nonprofit organization. The consistent gifts bring in revenue and also create loyal donors. So have a strategy in place to convert single-gift donors to monthly givers. Some monthly giving strategy tips:

• Reach the donor at the optimal time.
• Reinforce the additional impact becoming a monthly donor can make.
• Make it easy to convert from a one-time giver to a monthly giver.
• Utilize an appropriate donation ask.

One organization utilized a pop-up on its donation page that read: "Want to make a bigger impact? Become a monthly partner today and your gift of $25 will provide 50 meals every month for hunger neighbors in our community."