Friday, March 25, 2022
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Are junk mail lifts wasteful?

Elevate Monday: A collection in regards to the artwork and science of “Lifts” in junk mail fundraising.


One of many complaints individuals in fundraising make about junk mail lifts is that they’re “wasteful.” Many go so far as to say lifts will trigger a chunk to fail as a result of donors will see it as wasteful and refuse to present.

The reality about “waste” is that it”s within the eye of the beholder. Something despatched to you that you do not need is wasteful. When it is one thing you need, the thought of waste does not come up.

Consider it this manner: In case your niece, nephew, or grandchild despatched you a thick envelope filled with their drawings and notes, would you scold them for being “wasteful”? I positive hope not! Most probably it might by no means happen to you to think about it as something however pleasant.

Identical factor in junk mail. In the event you stuff the envelope with irrelevant junk that donors don’t desire, you’re — and can be perceived as — wasteful.

But when it is related, fascinating, helpful stuff that join with them — not wasteful!

Some junk mail fundraisers sail very near the wind in that space, actually ramping up the prospect of being seen as wasteful by the amount (excessive) and high quality (low) of the lifts they ship. I wrote about it right here: Is your junk mail fundraising only a rubbish manufacturing unit?

However let’s return to the central level of this entire collection on junk mail lifts: When nicely chosen and executed, they often enhance response. And extra lifts enhance response extra.

Each time you create junk mail, give some thought to together with lifts. They don’t seem to be a must-do, however they’re extra possible useful than not.

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