Simple Test

Here’s a simple test to run on your next piece of fundraising before you send it:

Glance at it and ask yourself: if you only had a few seconds to scan it and didn’t know your organization, would you know concretely how the world would be a better place if you gave a gift?

Because you’ll raise more money if your readers can quickly tell why their gift is needed and what it will make possible.

If you want to keep your organization around the size it is now, send out fundraising that takes readers a long time to learn what is being asked of them and what their gift will do.  Because the only people who will read long enough to find out are your “true believers.”

But if you want to grow, a different approach is needed.  To make your organization more accessible to people who aren’t “true believers,” you need to make it easy for a reader to understand, in around 5 to 7 seconds, why their gift is needed today and what their gift will make happen.

We have a tactic called “two letters in one” that we use to make the main idea accessible to anyone who glances at your fundraising and to give more of the details that a “true believer” might want, when they read more.

Because your ability to grow your mail and email revenue – and ultimately your organization’s impact – is unlocked when you send fundraising that activates everyone on your list.