"It Was Just Easier..."

-“to send a form letter.”

-“to send a generic email with a link to our giving page.”

-“to send the same reply card to everyone.”

Are you guilty of any of the above excuses for sending less than stellar direct mail or email to your constituents?

If you answered yes, it may have been easier for you, the fundraising professional, but I’ll bet it wasn’t easier for your donor or prospective donor to make a gift.

Don’t get me wrong. Creating an easier call to action for others can lead to more generous support. However, creating an easier (generic) mailing will lead to fewer responses and a dwindling of enthusiasm for your cause. 

Does how you show up in mailboxes, both physical and digital matter? You can be sure it does. By all means, make it as easy as possible for people to support your cause. It’s a primary way to show you respect donors and those considering giving your cause their support.