Top 10 Direct Mail Fundraising Myths - Part 6

By Wayne Gurley
President & Creative Director

Myth # 6: Donors and prospects will read and remember every word of every direct mail letter you send them.

People who receive your direct mail appeals do what’s known as “scanning.”

Though some read every word of a letter, most won’t.

Instead, they will scan it quickly, looking for key words in an attempt to determine what you are asking them to do.

If they can ascertain your request in 3-7 seconds, they will make a decision as to whether or not to give.

That’s why using short sentences and underlining words is desirable to help donors focus on the main points of your message.

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