Because every piece of direct mail, and every email, is a test.
As Donor Power blogger Jeff Brooks so elegantly reminds us in a recent post, too many nonprofits rely on the plain vanilla conveyance of their organization’s name and logo as the key element in communications. And then wonder why they don’t get the results they want.
As Brooks says, every communication must clearly convey what you want the reader to do and give him reasons to do it. Let me take that one step further to add the third step in the triad — make it easy for the reader to take action via a link, direct response envelope, Web address, phone number or all of the above.