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The more distinct ideas a letter or email includes, the less likely it is to succeed.
Let me tell you what I mean, first with a concept and then with an example.
100% Important, or 33% Important?If I send you an email that has one main idea, you know that that idea is important.
To use numbers, if I send you a message with ...
It’s one of the questions we get asked most often:
How many times a year can we use matching funds?
There’s a real fear that donors will “catch on and stop giving” or that the matches will somehow tarnish the organization’s brand.
But in our experience, you can use matches almost as often as you’d like....
Say you run a coffee shop. And over the years, through trial and error and iteration, you’ve figured out how to make a latte that people LOVE.
More people start coming to your coffee shop. You’re making more money. You get voted “Best Latte in Town.” You now have a steady stream of new and repeat customers, you’re selling more pastries, things are growing....
Here’s a question that one of our clients asked recently, and I think it’ll be helpful to you to know what we’ve seen over the years.
“Do graphics (like a visual of a meal in an appeal for meals) actually help?”
The answer is “usually, and up to a point.”
I’ll explain both parts of that answer…
<...I wrote earlier this week about why you shouldn’t mail your ‘reports’ (newsletters or donor reporting letters) to your lapsed or non-donors because it’s not worth the money to do so.
There’s a core idea in that post that I ...