Late last week, I received a newsletter from a Sydney-based hospital. I shouted when I opened it because the hospital foundation failed to make an ask for a donation in the piece. In fact, there was no response device, no letter, and simply a newsletter with a self-addressed response envelope.
Why didn’t this hospital take the time to ask me (and the others who received the newsletter) for a donation? Further, why would the charity include a self-addressed envelope if they were not going to take the time to include a response device to drive donations to your charity?
If it is worth producing the communications piece, it is worth taking the time to ask people for a donation.
Consider the following:
- Wrapping a letter around the newsletter offers you a chance to recognise the donor’s past support and to draw their attention to key articles in the newsletter.
- Including a response device, pre-populated with the donor’s details, will short cut the guessing game and drive contributions to your nonprofit organisation.
- It will not cost any more postage to mail a response device with a newsletter and a return envelope.
- Sending a self-addressed envelope, without a response device, will likely yield far less returns than a charity would receive if a response device was included in the package.
Don’t believe the statements in this blog post? If your organisation currently sends newsletters with no letter and no response device, create a three part test.
- Pack one
- Newsletter and reply envelope
- Pack two
- Letter, newsletter, reply slip, reply envelope
- Pack three
- Newsletter, reply slip, reply envelope
See for yourself which of the three packs wins. You might be pleased you took the time to make an ask for a donation.