Does size really count?
When working with clients on a direct mail campaign, one of the first questions we are invariably asked is whether long or short appeal letters are more effective.
While direct mail experts generally subscribe to one school or the other, OKP prefers a more tailored approach and will make a recommendation based on the specific needs of an organisation and its market.
Here we share with you some of the factors that can help determine the best approach.
Bigger is Better when…
- Your direct mail is an acquisition piece and the recipients know little about your organisation
- You haven’t regularly been keeping your donors up to date
- You have an engaging story to share that can’t be told in one or two paragraphs.
- You need to change perceptions about who you are or what you do
Short is Sweet when…
- Your target market is time poor
- Your appeal is an e-Campaign
- A compelling case for support can be made in just a few words
- Pictures can convey your message better than words can
- Recipients are already engaged and loyal donors
However more important than the length in determining the success of an appeal letter is how well it is written. Writing for a direct mail is an art-form that takes time and dedication to master. That is why at OKP, we employ specialist direct mail copywriters to work on campaigns and provide feedback and training to direct mail fundraisers.
While we are already busy assisting a number of organisations with their mid-year appeal, we still have the capacity to take on a limited number of clients in this area. If you need assistance with your mid-year appeal, please phone as ASAP on 1300 721199 to find out how OKP can help maximise your opportunity to succeed.