Donor Mailings – Call to Action

I believe many good fundraising mail campaigns go wrong for one of two reasons.

The first reason is they weren’t matched to the values and perspective of the audience.  This vision did not connect with the objectives of the reader.

The second reason is they had a weak or confusing call to action.

Before you launch that donor mail campaign, stop and check your call to action.  Here are three critical questions to ask yourself:

1. Do you have one simple call to action?  Really, one.  No more than one.  The more choices you present, the less likely people are to act. [Ask for a gift!]

2. Is the action a clear, credible way to make a difference?  Carefully match the call to action to the need or impact you have outlined.  People must believe their action will accomplish something real. [Discuss the outcome!]

3. Is the call to action as easy as it could possibly be?  Preferably, one-click easy.  Remove obstacles like many steps or a seemingly huge commitments.  Like I always say, it’s easy to say no to something hard.  It’s hard to say no to something easy! [Be User Friendly!]

Running down this checklist can make a huge difference in the number of people that will take action – and the collective impact they will have.

What checklist do you use for mailings?


About Gary Coiro

Nonprofit & Church Leader Nonprofit Leader and Consultant since 2004, following 15 years as a pastor. Competencies include board development, fundraising, staff development and management, strategic planning, church work, Bible teaching, and capital campaigns. Currently consulting and serving on the Church Ministries Management Team for a large multi-cultural evangelical church.
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