12 Ways to Annoy Donors and Prospects (Part 3)
By Wayne Gurley
President & Creative Director
3. Misspelling names.
The spelling of your donor or prospect’s name is VERY, VERY important.
Dale Carnegie once observed that “a person’s name is the sweetest and most important sound.” If this is true, then why do so many organizations fail in this area?
Direct mail research has shown that the name and address is one of THE VERY FIRST THINGS a person looks at when opening your letter.
If it is correct, it gives the reader confidence to continue reading. If the address block is riddled with errors, then the reader may assume the organization is not up to the task of fulfilling its mission and, as such, is not worthy of a gift.
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