He had a good, long chat with the communications people, who had met the people featured in the appeal. Now he had a great – albeit second hand – story of the project from someone who’d been there.
He would love to have taken one of those ‘witnesses’ with him, but he knew he would be visiting lots of donors, and dragging a communications or programs person to everyone would not make financial sense. He had to make this work on his own.
Now he had a great case study – basically the next direct mail appeal – and some extra material. All at hardly any cost of money or time.
Jeanette loved it. She loved the time he gave her, the videos and the photos. He made her feel special. And she really cared about the young people he talked to her about. She used to be a nurse and knew all about fistula – a horrible but easily cured condition, which without treatment causes lots of problems for victims.
She gave him €20,000. More than either expected. Which actually allowed him to raise €100,000 more. (But more about that in another article.)
Don’t use the lack of a case for support as a reason not to ask your direct mail donors for more.
They really care already, or they wouldn’t be donating. And you’ve got great material already!
Find out how you can become great at direct mail by joining The Fundraisingology Lab.