I keep getting the same direct mail appeal in my home mailbox.

Not exactly the same appeal, but different appeals with the same basic specs. Most of them from smaller local nonprofits who would like me to become a donor. I’m talking about US nonprofits. Other countries have different defaults, and some don’t really have a default at all.

But the US direct-mail default is everywhere.

It’s as if all the fundraisers went to the same seminar, where they were told the “winning formula” for a direct mail acquisition pack.

Or maybe it’s what their direct mail printers advise. It’s an affordable, easy-to-produce format.

Problem is, this default direct mail appeal has a number of likely-to-fail features.

There’s nothing wrong with having a “default” format. You have to start somewhere. But if that somewhere is full of problems, your start won’t be good!

I’m going to describe the default direct mail format and point out its problems. Then I’ll propose a different format that would make a much better format for your default direct mail.

The default direct mail format

• Outer envelope: #10 (letter size), sometimes with a window, sometimes closed-face. This is the least problematic part of the default. In my experience, window envelopes work, and so do closed-face envelopes. And while a #10 envelope is by far the most common in the mail, which is a strike against it, it works just fine. The problem is the content of the default outer envelope. It usually says something that completely gives away what’s inside, like “You can feed hungry kids here in our community!”
• Letter: One page letter. There are several problems with this element, starting with the fact that it’s a single page. While there are exceptions, one-page letters are not a good tool for fundraising. (More on that in a bit.) But probably worse are two common things about the one-page default letter: The content is usually a recitation of good news. It’s about an organization that really has its act together and just needs donors to keep the work going strong. Font size is often very small to get the letter onto a single page – I’ve seen as small as 6-point type for the letter. That’s unreadable for many donors.
• Reply device: Most often it is a “remit envelope” – that is, the reply coupon is built onto the return envelope, usually on a large flap. Worse yet, this is seldom personalized. The donor has to fill in their details. This is almost a fatal flaw for any direct mail pack; reply devices should be personalized and separate to be effective.

That’s it. It gets mailed again and again and again.

Chances are it does okay in some situations. But at best, it’s slowing down the growth and stifling the revenue of many small nonprofits who don’t know otherwise.

Please let me propose a different “default” for direct mail fundraising:

A better bet direct-mail format

• Outer Envelope: A #10 (window or closed face) would be okay. But better would be something bigger. Or smaller. Anything that’s not a #10 will stand out, at least a little bit, in the recipients’ mailboxes. I’ll suggest a default size of 6 x 9 (or 6 x 9.5); it’s generally available and affordable, and easily fits standard sizes of inserts. For content, the best bet is to be mysterious. Give them a reason to open it. The go-to form of mystery: Don’t include a teaser at all. That dependably gets good results.
• Letter: Four pages (two sheets, front and back). Testing through the years makes it very clear: longer messages work better than short ones. I know that’s counterintuitive. And there are (rare) exceptions. But a strong direct mail letter needs room to tell a story (or two), to talk about the donor’s values, to be emotional and persuasive, and to ask – several times. And in a font that’s 12 point at the smallest. With plenty of white space. If you can afford it, consider six pages or even longer. Fall-back: two pages (both sides of one sheet). These work pretty well too. But please – break free from the one-page limit. You’ll raise more money!
• Reply Device: In the US, the standard reply device is a single panel, usually about 8.5 x 3.5. This isn’t bad, but you can usually do better with something bigger. That’s why the new default reply device should be a full page, letter-sized. This almost always outperforms small formats in testing. The large size allows you to say more, give more options, maybe include a photo, and not have to use tiny type. Also, make sure it’s personalized with the donor’s name and address, and ask amounts that are based on giving history.
• Return envelope: #9. Other sizes are okay also. Ideally, a standard sized check fits without folding.
• Insert: Always think about adding at least one more piece to a direct mail pack. A “lift note” (a second letter, usually smaller format than the one one), a photo card, a map or chart – these things usually improve response. Look for things that make the topic more “real” or more emotional. And more is better.

Make this your default direct mail pack. It will likely work better than the old default.

And then start changing things!

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