| I've seen Fundraising staff and volunteers spend | | | | section of town. People must care about your cause |
| hours and hours carefully editing their fundraising | | | | and be willing to respond through the mail in order to |
| letter then get frustrated when it doesn't give them | | | | be good candidates for your direct mail appeal. |
| the results they want. To help you avoid that same | | | | The Offer. The Ask that you make in your appeal, or |
| fate, consider these factors of your appeal's success. | | | | your offer, will play a large part in the overall success |
| The List. The list you use to mail to will make or | | | | of your appeal. Make it easy to understand, tangible, |
| break your appeal. After all, if you don't mail to the | | | | and realistic. A good offer is something like "Your gift |
| right people, it doesn't matter how good your letter | | | | of $23 will help us provide hot meals for a |
| is. And don't just buy a zipcode list from the affluent | | | | home-bound senior for a month". |