Direct Mail Fundraising

These four letters have a few things in common.
1. They are all asking for money! (Duh)
2. All important information (or info the org wanted to stand out) is in BOLD
3. 3/4 of the emails were very wordy

The BIG differences and tools to persuade are;

• How they asked for money
• DownCity subject was "2017 in Review" (which to me means I do not necessarily read, but do like as someone invested in the org that I get to be filled in) and used words like "please consider" and "year-end gift", had lots of pictures, minimal words, and shoutouts 2017 funders
• International Rescue Committee subject "Match Deadline Tonight- help us save refugees" and said "immediate donations", seemed very serious, and to me could be seen as spam
• United We Dream subject was "Deportation Caucus"(which I like because now you know what exactly the email is talking about) and asks "can you make a contribution?" and used the word "deadline" and had a specific dollar goals
• Youth In Action subject was "Celebrating 20 years" (which I think is a little vague) and wanted donors to "support our work", played on your experience by saying "thinking back", and discussed specific youths experiences

If I had $50 I would be torn between donating to Youth In Action, because I love them and what they stand for, and DownCity Design because to me they had the best email when it came to information and catching my attention. I would want to donate to DownCity Design because the photos show what that donation can go to and I could skim the email if I needed to and get all the information needed to know what 2017 looked like for them and what the purpose of this email was.