We get slammed with 600 messages a day though a whole bunch of channels….
So if you mail a letter with your annual appeal brochure, you want people to read it, right?
Why should they or, better yet, why would they?
Well, if you want people to read the thing, you may want to consider these points:
- Write letters than can be scanned. Yes, scanned. If it takes you seven paragraphs to get to the cause concept and fourteen more to make the ask for support, consider rewriting the letter. There is a lot of discussion out there on the optimal length of a campaign letter. I am of the school that “shorter” is “better”. Leave epic written sagas to James Michener. 1 page is dandy.
- Remember the average age of your reader. Keep the font size at 12 point and use courier new – it looks like a type writer and will appeal to your older donors.
- If possible, use a live signature in blue ink.
- People read what you put in the p.s. line. Use it.
If they read, who knows, they may respond.