Philip Zodhiates

Faith-based charities lean heavily on direct mail to keep them going and serve their missions. But even the most worthy cause in the world may not attract new donors or bigger gifts from existing donors during a down economy … unless, of course, the campaign is expertly crafted for prospects that the mailer knows like they’re family. “What is essential is to understand your donors and what motivates them,” underscores Don Rossi, a direct response copywriter and coach based in Wylie, Texas. In other words, the faith-based group requires efforts that speak to them in a language and design that resonate as

Humanitarian organizations that serve the poor and starving of the world have a tough decision to make when it comes to using pictures in their direct mail. Will the use of oftentimes arresting photographs appall potential donors and turn them away? Can a mailing without photos convey the need for donations with mere words? In January, the Who's Mailing What! Archive received a mailing from International Children's Fund (ICF), a Neenah, Wisc.-based nonprofit organization devoted to serving needy children worldwide, that uses such striking photography (Archive code #613-177114-0501). Sent in a plain white #10 envelope, the mailing includes an 8-1/2" x 14" double-sided

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