Hi! We're Julie Cooper and Brett Cooper, fundraising copywriters for great causes. Does your fundraising bring in as much money as it could? You can send donor communications that stir hearts to action. We'd love to help. π Start by subscribing to our FREE weekly newsletter.
"On the whole, I'm pleased.
But... I was disappointed in the margins."β
This is the 118th Fundraising Writing Newsletter.
If you find value here, please tell your fundraising friends.
β(Your fundraising friends can βsubscribe here for free.)β
In this issue:
β "Margins! Margins!" (AAA fundraising writing)
β Win It in a Minute Video: Julie shows why 33 "you" words on page 1 of a direct response letter is effective
β Randomly yours: to inspire and recharge you
β
Wednesday, January 10, 2023
β
Hi Reader,
The other day, Brett and I received a great piece of direct mail that I want to share with you β and the big takeaway is its excellent use of margins.
Yes, I know it's January! β but whenever I think of margins, I swear I can hear the voice of Ralphie Parker's teacher from A Christmas Story.
In his quest to get a Red Ryder 200-shot range model air rifle, Ralphie decides to write about his dream gift for the theme Miss Shields assigns: "What I Want for Christmas..."
Consummate kid, Ralphie imagines Miss Shields grading the class' themes and being aghast at all other kids' hideous writing yet rapturous at his "sheer poetry."
βPerhaps Miss Shields' bugaboo can become your mantra...
But first, please look at this fundraising-relevant example from a piece sent to us by AAA, the membership company specializing in roadside assistance.
Brett and I are lapsed members. AAA wants us back. The letter they sent is essentially an acquisition letter.
These images show pages 2 and 3 of the letter.
You can get the gist with a quick glance.
Notice:
β
As with any form of emphasis: bolding, underlining, italicizing, larger fonts, colors, ALL CAPS, and so on ... this technique of summarizing key ideas in the margins is powerful.
(This last is evident because we've received the same letter from AAA multiple times. That tells us it's been tested, risen to the top, and is used on repeat.)
The principles of direct response are applicable to fundraising. The commercial landscape is cutthroat. The techniques that work there have proven themselves. The victors are the survivors.
Follow the survivors. They know the way.
And, next time you're writing a direct mail fundraising appeal letter, remember Miss Shields' mantra:
"Margins! Margins!"
Here's the latest in our weekly video series, Win It in a Minute.
βIn this 2-minute video, I explain why 'YOU' is a game-changer in direct response fundraising writing. Learn how this simple word transcends nonprofit communication and see it in action through the real-world example of the AAA letter I wrote about above.
You can (and maybe want to?) subscribe here.
For your brain, heart, and funny bone...
Until next time: May you make the most of your margins and delight your donors so they're inclined to give you an A + + +.
Grateful,
PS: Have you signed up for Tom Ahern's newsletter webinar on January 25th? This once-a-year super webby will get you all fired up and prepped to write money-making donor newsletters (digital and print).
Tom updates his slideshow constantly with the latest data and examples. And you can get all your questions answered at the all-you-can-eat "all day" Q&A. Just keep asking, until you can't ask no more. (The Q&A alone is worth the price of admission.)
The fabulously knowledgable, experienced, and successful Denisa Casement will be our special guest panelist fielding questions with Tom. And yours truly (me, Julie) will be your host.
Hope to see you there!
Hi! We're Julie Cooper and Brett Cooper, fundraising copywriters for great causes. Does your fundraising bring in as much money as it could? You can send donor communications that stir hearts to action. We'd love to help. π Start by subscribing to our FREE weekly newsletter.
Well, hello there, friend! (And a special welcome to the new subscribers from Martha's Vineyard Nonprofit Collaborative whom we had the pleasure of training earlier this week!) This is the 131st Fundraising Writing Newsletter. If you find value here, please tell a fundraising friend. (Your fundraising friend can subscribe here for free.) In this issue: β π¬ Direct Mail + digital (like finding a puppy in your letterbox) β Are you ready for the Great Wealth Transfer? Do you want more bequests?...
Welcome, You! This is the 130th Fundraising Writing Newsletter. If you find value here, please tell a colleague. (Your colleague can subscribe here for free.) In this issue: β "...you, someone who loves them!" (Identity-based fundraising writing.) β Mail Bag π¬ β Randomly yours: to inspire and recharge you Wednesday, April 17, 2024 Hi Reader, Some tips are so simple that, when you hear them, you might have the urge to smack your forehead and exclaim, "I should have thought of that!" and "I can...
Welcome, You! This is the 129th Fundraising Writing Newsletter. If you find value here, please tell a colleague. (Your colleague can subscribe here for free.) In this issue: β Photos not required. But if you do... β 3 Tips for choosing the right photo for your appeal β Randomly yours: to inspire and recharge you Thursday, April 11, 2024 Hi Reader, If you read my fundraising photo tips newsletter from last week, this right here is where I pull a Columbo and say, "Just one more thing." (If you...