During our direct mail appeal letter training, we invariably get asked about appeal letter length:
How many pages should our letter be? Anyone have great success with anything over 2 pages? Everyone on my team is very afraid of anything over a page.
Direct Mail expert Tom Ahern shoots down the one-page myth immediately.
In his words,
The one-page thing is a myth. It’s not an ideal or a model or viable or worth doing. It’s just short. The untrained love it. They’re totally wrong. But the length of the letter is NOT your primary concern … and boards often don’t see that. They ASSUME that a 1-page letter is the BEST. That a 2-page letter does worse. And a 4-page letter does even worse. And, OMG, are they ever WRONG!!!! Admittedly, it’s harder to write a 4-page letter that sustains interest; you have to have some serious skills to pull it off. But to assume that 1 page is better than 4 pages automatically is “magical thinking.” It’s just wrong.
What else are you assuming about direct mail that could be hurting your donations?
Next week Tom joins us again for his direct mail appeal training program where he will show you how you can create a successful year-end direct mail appeal letter in-house.
This will be the last time this program will be offered in 2015 so join us now to be ready for your year-end fundraising.
Here is how you can join us:
Option 1: Register for Part 1 and learn the basics of writing a direct mail appeal letter by studying examples of other successful letters. Registration is $99 or free with an All-Access Pass.
Option 2: Register for Parts 1 and 2. You’ll also learn how direct mail really works physically and emotionally. Registration for both webinars is $199.
Option 3: Register for Full E-Clinic. You’ll learn everything you need to know about writing a direct mail appeal letter AND get one-on-one feedback on your letter from Tom Ahern. Registration is limited to just 12 nonprofits and is $449.