10 ways to get direct mail wrong

There are a lot of ways direct mail acquisition can go wrong, and a lot of them are self-inflicted.

Jerry Huntsinger outlines some of the more dangerous ways we hurt our acquisition efforts in FundRaising Success magazine: 10 Temptations to Avoid in Acquisition Packages.

Each of these is a temptation to overcome:

1. Starting the project by writing the letter.
2. Creating the package and then finding out how much it will cost.
3. Creating a package without first examining what you’re testing against.
4. Writing any copy without first working out the design for each piece in the package.
5. Putting teaser copy on the carrier envelope just because everyone else seems to do it.
6. Trying to win with words.
7. Saving the reply form for last.
8. Writing an encyclopedia of every fact about the charity.
9. Using dense paragraphs.
10. Finishing your copy without first reading it aloud.

Remember, don't do these things. And don't miss the details at the article. These things happen -- or start to happen -- frighteningly often.

Technorati Tags: temptations, direct mail

Comments

[Chris G.]

Do you reccommend Direct Mail for a start up nonprofit? What's the best way to stand out with all the major players out there? Thanks! chris@rockforhunger.org