I was just reading the results of one of NextAfter’s test regular giving emails. (If you’re not a NextAfter subscriber, and you’re interested in testing, I highly recommend it.) Their hypothesis for this test was that prospective donors would be more motivated to give when they understood why monthly giving is valuable. In one of the last
According to a new report on Relationship Fundraising 3.0 by Adrian Sergeant, Jen Shang and Kathryn Edworthy, specifically identifying and developing a more communal and loving model of donor relationships generates both more income for the charity and a greater sense of connectedness and wellbeing for the donor. So what is Relationship Fundraising 3.0? The authors argue
You’ve slaved over your tax or Christmas appeal, with multiple segments, variable asks and different inserts and envelopes for each group. Then you have the bright idea of adding a regular giving conversion version of your pack to your mailout. Easy right? Wrong. As a copywriter I’ve been asked numerous times to ‘modify’ an appeal for regular
One of my persistent bugbears in direct mail is the use of a sans serif font in letters and brochures. Why? Because the evidence is that serif fonts are much easier to read and understand – and surely that’s what we want people who get our communications to do. If you’re not familiar with typefaces, serif types
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