Technique vs. message

October 6, 2014

In direct response fundraising, technique is king.

What’s the best gift ladder? Which offer brings in the most donations? Is your envelope plain or boldly designed? Is your typeface readable? Do you have the right links in your e-mails? Is our online form simple and streamlined?

Dialed-in technique allows more donors to understand what you want them do and take action.

But it doesn’t end there.

Programs that truly outperform bring in the queen — the message — the way the story is told. They bring in brand, purpose, vision and impact to tell the donor why action is necessary.

The power of bringing the king and queen together in appeals is that you raise more money AND build a deeper brand relationship with supporters, which inspires more loyalty in the end.