“It was easier to send a form letter.”
“It was easier to send a generic email with a link to our base giving page.”
“It was easier to send a universal response card with our direct mail letter.”
Easier for whom? Perhaps for us, but almost never for the donor or prospective donor we are inviting to attend, to champion, or give.
It’s not that creating an easier call to action for others will consistently lead to a more generous response.
It’s that creating an easier mailing for us will consistently lead to an unenthusiastic and ineffectual response.
Making it as easy as possible for others to join with us in support is a primary signal that we care deeply about our mission.
How we show up in physical or digital mailboxes matters.
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