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Breakthrough Fundraising Letters
Andrew Spencer Publishing, 2007.
Your fundraising letters need to be different or you’re dead. In no area of their lives do generous, faithful donors settle for vanilla. They don’t watch TV reruns all day. They don’t read yesterday’s news. They don’t return to websites that are updated monthly. Today’s direct mail donors demand variety. Fail to give them variety and they will fail to give.
Prepare for battle.
The competition for your donor’s attention has never been greater. Blame it on Survivor and American Idol. Blame it on cell phones, iPods, Blackberries, digital TV, satellite radio, junk mail, spam, and telemarketers. Blame it on the thousands of other charities competing for your donor’s loyalty. But don’t blame your donor. Your donor, like everyone else, will only read fundraising letters that are, in a word, breakthrough. And breakthrough fundraising letters are different. Radically different.