12 Ways to Annoy Donors and Prospects (Part 5)

Wayne Gurley
President & Creative Director

5.  Creating a false impression on your outside envelope with the words “urgent,” “crucial,” or “emergency.”

There’s nothing worse than creating a sense of urgency when no such emergency exists.  If it’s really urgent, fine. But if not, when your reader finally learns the truth, they’ll be quite annoyed.

A number of years ago, a political organization decided to send out a fundraising letter via registered mail. This meant that if the donor was not home for delivery of the letter, a notice was left by the mail carrier asking the donor to come to the post office to pick up the letter.

Imagine how annoyed these people were when they found out they made a special trip to the post office just to pick up a fundraising appeal.

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