12 Ways to Annoy Your Donors and Prospects (Part 2)

By Wayne Gurley
President & Creative Director

2.   Making it difficult for donors to respond to your appeals.

Your reply slip should be fully personalized with the donor’s name, address, city, state and zip code.

Preferably, you should have check boxes with gift amounts and fund designations so that with just a few swipes of a pen, a donor can indicate how much he or she wants to give and how it should be used.

Design your reply slip to ensure that the hardest thing your donor has to do is write a check or possibly go online to make a gift.

In most cases, you should use a business reply envelope so that your respondent doesn’t have to search for a stamp.  But don’t take this for granted.  In several tests we’ve done, the use of a “courtesy reply envelope” (i.e., one without pre-paid postage) has been shown to increase response. So test this for yourself – and probably more than once.

Copyright 2018 Allegiant Direct, Inc.


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