Be mindful of the weary donor.
Did you know that the Magic Kingdom at Walt Disney World is built on a slope? Most people won’t notice it, but as families enter the Magic Kingdom they are gradually led uphill as they walk along Main Street toward the iconic Cinderella’s Castle.
This slight incline not only creates a forced perspective into the park, but it also means that families leaving the park use less effort, since they are going downhill.
After walking tens of thousands of steps in the hot Florida sun, while carrying a child who is minutes away from having a meltdown from the lack of a nap, the mini-reprieve of walking downhill is vital.
That is the thing about the magic of Disney: the architects of the park weren’t just thinking about people as they came into the park happy and excited about what the day had in store. They were also thinking about how these same people would feel as they were leaving the park after a long day. Disney was mindful of the weary visitor.
That same mindset should be used when building out a direct mail letter. The most fruitful techniques don’t just focus on engaging the most involved donor. The best direct mail is also aimed at the donor that has less time or desire to dedicate to reading an organization’s content.
A few key things to keep in mind when determining if your direct mail is thoughtful of the weary donor:
- Is the content simple to understand?
- Direct mail letters shouldn’t be written above a sixth grade reading level, i.e., you want a letter that is easy to read.
- I’d recommend Googling “Flesch Reading Ease Score” or “Flesch-Kincaid Grade level” and running your direct mail letter through a tool that uses a scoring system. If the comprehension level ends up too high, see if there are easier words or simpler ways to phrase the ideas written in the letter.
- Does the letter have a straightforward ask with specific amounts?
- Mindful direct mail letters tell the donor or prospect what they need to do and how much they should give. If an individual knows that you are asking them to donate, it makes it easy for them to say yes.
- Bonus points for putting the ask on the first page in bold, so the donor doesn’t have to riffle through pages to find the ask.
- Do you give the donor multiple ways to respond so it is easy and accessible for them to do?
- Including a reply form and envelope, adding a QR code, having options for monthly giving, and providing the ability to fill out credit card information all give the donor ways to respond to a letter. At the end of the day, giving via check still reigns supreme for direct mail but as donors become more comfortable with online and automated giving it is crucial to include additional ways to donate.
The goal of direct mail is to meet donors wherever they are—having their morning coffee, on the couch sorting through bills after a stressful day of work or settling in at home after a trip to Disney World. Wherever the donor is, or whatever head space they are in, it is important to make it simple for them to support your cause. As a fundraiser, you never know who may be weary, but just like Disney, we want to be thoughtful of them. If you can help it, never make your weary donor walk uphill to make a gift to your organization.
I’d love to hear what practices you have put in place to make giving simple and add your little touch of magic to a mailing. All ideas are welcome!
