Will they open your appeal letter?
In yesterday’s mail I received a small envelope that was hand addressed to me. In it, a short letter from the American Red Cross asking me to donate blood that was signed by a real live volunteer!
Having never given blood before, I was please and surprised by the very personal nature of the letter and the Red Cross’s excellent utilization of volunteers. Plus, the letter, having no more than 250 words, very succinctly explained what they were asking me to do, why they needed my help and how I could act on their request.
As your nonprofit signs and seals appeal letters this season, put yourself in the shoes of a donor. What compels you to open letters? Small personal touches can go a long way. In this case, the fact that a volunteer was passionate enough about giving blood that she hand addressed an envelope for me was enough to get my attention. And you’d be surprised how many volunteers are willing to help with mailings if they are asked (of course the promise of grandma’s holiday cookies and cider does help).
I’m scheduled to donate blood at 2:15 on December 13. They accepted my appointment online and sent a reminder e-mail immediately with directions to the facility. Quick and painless.
In this high tech age, combining high touch strategies with the convenience of technology is a results-based strategy that works. It works so well that even someone like me who HATES needles is giving blood donation a try.
How will you inspire donors this season?
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