Fundraisers know it’s not all about the money, it’s about the relationship. But money’s an important part. If you’re using a direct mail piece, you have to let the copy do the talking and build the relationship.
“If you don’t test anything else, the gift array makes the biggest difference,” said Robin Riggs, chief creative officer at RobbinsKersten Direct. Riggs and Kevin Pickett of M.D. Anderson Cancer Center shared with attendees of the Direct Marketing Association Nonprofit Federation 2015 Washington Nonprofit Conference some ways to highlight the ask string on your direct mail reply device.
Static array: The gold standard, either dollars or dollars and cents.
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