Lumpy is good, really!
It’s winter and you’re concerned about your weight. Okay, it’s winter and I’m concerned about my weight. Weighing more can be unhealthy and can cost you more – in clothes, food and even medical expenses. Besides, being lumpy won’t do when it’s time to shed the layers of clothing this spring.
But it’s different in direct mail. While slimmer direct mail costs less money, it may not result in more gifts for your nonprofit. Lumpy can actually improve your fundraising.
Remember the last time you got a fundraising letter that had something in it you could feel besides paper. It grabbed your curiosity, didn’t it, even if you could tell what was inside. Maybe it was a pen? Maybe it was a penny? But you had to open it! Since a major accomplishment in direct mail is just getting the letter opened, lumpy paid off.
So once in a while indulge your direct mail, and make it lumpy… your fundraising results will thank you.