3. Put flesh and bones on your need.
One truth in fundraising is that people give to people to help people. So always describe your need in terms of people, not programs, not ministry, not money.

INSTEAD OF SAYING . . . We operate three vans.
SAY . . . The three vans that we use for emergency medical relief play a vital role in saving lives throughout year.

INSTEAD OF SAYING . . . Essential medicines in many countries are not affordable.
SAY . . . Phillip Mbago is dying from a treatable disease for no other reason than this—he can’t afford his cure.

4. Ask for funds by painting a picture.
Don’t just ask for a donation. Show your readers how their donations will make a difference. Instead of saying, “Send a gift today,” say, “Your gift to Habitat for Humanity today means that another family will soon move into a simple, decent, affordable home—thanks to you.”

© 2005 Sharpe Copy Inc. You may reprint this article online and in print provided links remain live and content remains unaltered (including "About author" message).

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ABOUT THE AUTHOR

Alan Sharpe is a direct mail fundraising copywriter who helps nonprofits attract and retain donors using fundraising letters and newsletters. Learn more about his services and sign up for free weekly tips like this at www.sharpecopy.com/newsletter.

Remember that goal of a dimensional mailer is not to close a sale but to generate a lead, so keep your message focussed on achieving that goal and nothing else

ADVANTAGES OF DIMENSIONAL MAIL

• Gets noticed amidst all other mail your prospect receives
• Almost guaranteed to get opened
• Likely to get opened first
• Great at stimulating buzz at a company
• Likely to make it past executive gatekeeper

DISADVANTAGES OF DIMENSIONAL MAIL

• More costly to design, print and mail than other direct mail formats
• Might be mistaken at target company fora bomb or a prank
• Expensive to produce if you need a custom-made box
• Box can get damaged along with your brand reputation if delivered by mail
• May be perceived as a bribe for a sales appointment if item in box is particularly valuable

EXAMPLE OF A SUCCESSFUL DIMENSIONAL MAILER
Continental Resources generated a 30% response rate by mailing a remote-control dinosaur to technology executives (without remote control). Prospects got remote control and batteries when they booked an appointment with a Continental sales rep. To see mailer, click here.

© 2005 Sharpe Copy Inc. You may reprint this article online and in print provided links remain live and content remains unaltered (including "About author" message).

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ABOUT THE AUTHOR

Alan Sharpe is a business-to-business direct mail copywriter who helps businesses attract new clients using direct mail marketing. Learn more about his services and sign up for free weekly tips like this at www.sharpecopy.com.