Tag Archives: design

How to design a donor-centric response card for annual appeal mailings

First, grab your donor’s attention. Attract the eye to the card with some spot color. Then, prime the donor’s brain with an affirmation, a donor benefit word, and a suggested gift amount. Use words like invest, protect, participate, gratitude—words that remind the donor why she is giving. When donors fill out the response card, it’s […]

Want the most effective fundraising letter possible? Use this best practice checklist.

Has the marketing proposition behind the appeal been worked out? Is it consistent with the organization’s case for giving? Makes clear what problem the organization is addressing and how a gift will help solve that problem “with your help”? Is the letter from one person to another? Not from a committee? Engaging? Personal, even chatty […]

Two-page fundraising letters that outperformed expectations

In my last post, I talked about why you often need two pages to write and design a successful fundraising letter. And a previous post shows you how to write and design a two-page letter than can be scanned in 20 seconds. In this post I’m going to show you three more examples. But first, don’t […]

8 ways to get better results from annual fund appeal mailings

Use story in fundraising letters. Speak from the point of view of the potential donors.  “I was helped, and now I’m helping”.  Show what the help does. Use color photos with captions that support or convey the story in direct mail letters. Improve convenience and choices for the donor and gather more information by using […]