I could always count on my mother in law to be the first to announce that fall is in the air. At times the proclamation came when spring had just slipped into summer. But it is mid August, and for many nonprofits that means the direct mail package is about to go to print. Before you sign on the dotted line of the press proof, ask: What, precisely, do I want my reader to think, feel and do in response to this package?
Jot down your answer on a piece of paper. Then ask a friend or colleague (preferably someone from outside your organization) to read the package and ask her what it makes her think, feel and want to do.
If the appeal gets less than an A+, strengthen it by being more intentional about the content (thinking of the three points above) and by: Continue reading