May 23rd, 2024
Feeling stumped for new testing strategies? Try one of these workhorse tactics to boost response at little or no package expense. All of these have been used successfully by MarkeTeam clients over the years and could generate stronger ROI for your mailing.
1. Add a stamp to the outer envelope. Think graphics, not postage. Use type set as a “stamp” to intrigue donors to open with time-sensitive language: URGENT, TIME-SENSITIVE, or DEADLINE: [MONTH, DATE] are good options.
2. Talk like an insider. Make donors feel they’re part of something special by adding a phrase such as for internal use only, exclusive offer or limited access.
3. Dial up emphasis in the letter. Attention spans are constantly shrinking. Make sure the letter copy is easily digestible by including a healthy dose of bolding, underlining and italics. Aim to convey your message using just the emphasized phrases.
4. Change the signer. Mix things up with a different signer who can reframe the ask and speak with authority. For instance, a healthcare system might ask the Head of Nursing, who can explain how donor gifts provide valuable training for her team. Or an international charity might feature a letter from the director of field services, who shares “from the front lines” perspective.
5. Add a P.P.S. Historically, the P.S. is one of the most-read parts of a direct mail letter. A second P.S. can be even more powerful. Use this technique to highlight a pressing deadline or limited match opportunity — anything that’s legitimately urgent about the appeal.
6. Sidebar notes. Reformat the letter to create room for call outs in the right margin. Annotate the letter in a different font (handwritten fonts work well!) to reinforce major points.
7. Add white space. Give donors a minute to think. Including generous white space adds extra emphasis to the copy and lends weight to the message. Edit your control letter and try resetting the text in short, one-sentence paragraphs.
Blog written by Melanie Merrifield
Associate Director, Content and Brand Strategy