Tag Archives: response forms

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 […]

How to upgrade your response card to put monthly giving to work for your non-profit

Experienced annual fund managers say that when you convince donors to give using monthly credit card or bank drafts, their annual renewals are higher. Membership organizations agree with that. Personally, I’ve had one charitable bank draft going for 30 years…it takes initiative to cancel it, and you feel guilty if you do! There are many […]

Planned giving language for your response card that works

Most organizations add a planned giving check box to their response card. It often reads like this: I would like information concerning: Including {Your Organization} in my will Other planned gift opportunities It’s rare that someone checks either of these boxes. So, why include it at all? Ironically, donors say the number one reason they […]

The Why, Where and How of using personalization in a fundraising letter

Direct Marketing IQ’s Cheryl Cagle reports that 60% of fundraising direct mail was personalized in 2014. Of all market segments, only insurance uses more personalization. Personalization: Why to do it The reason why 93% of direct mail fundraising appeals are letters is because people give to people. Letters are from a person to a person―or they are when they […]

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 […]