Mistakes in Fundraising that Work Out Well

Cross posted at www.FutureFundraisingNow.com.

What do you think when you see this direct mail fundraising envelope?

A mistake? The handwriting goes across the window… that can’t be on purpose, can it?

Turns out, this was a mistake.  A miscommunication between the designer and the printer.

Big problem?

Nope.  It worked great.

It’s the kind of “mistake” that usually improves fundraising.  An odd, out-of-place, not-the-done-thing that grabs your eye and makes you cringe.

More often than not, this kind of mistake works for you, not against you.

I was once involved in a direct mail piece that included a bounce back paper placemat. Donors were asked to sign the placemat and return it with their donation.  The placemat would be put on the table at a meal the donation helped fund.  It’s a good (and proven) way to increase response to meal-focused offers.

But here’s the error: on the reply coupon, there was a quick reminder about the placemat.  Despite many layers of quality proofreading, the printed final that went to out donors said:

Please sign the enclosed placenta and return it with your donation.

Are you cringing?

Whether you are or not, the piece broke records for response. A few donors wrote to point out the bizarre error – mostly along with their donation.

Why did this mistake seemingly boost response?

Our theory: Errors grab attention. And someone who’s paying attention is likely to read for a few more seconds, and therefore a lot more likely to donate.

So when an error happens, it may not be a problem.  It might even be great!  So great you’d consider making a mistake on purpose.