What’s in my Mailbox | Good donor focus gets lost on a ‘dear friend’ letter

March 25, 2015


This renewal letter from Glide, features plenty of donor-focused writing (lot’s of ‘yous,’ lots of references to what the donor is making possible), a strong story (and photograph) in Yolanda, and a really terrific two-page impact statement.  A few ways this piece could have been stronger (click pieces to read):

  • an actual ask (too much pussyfooting around)
  • this letter should have been segmented and personalized (my name was on the response device)
  • a closed outer envelope rather than open window





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