4 basic principles for direct mail letters

Writing a letter.  It feels, instinctively, like something that should be fairly easy to do.  Writing is one of the first things we learn to do when we start school, and from then, we never stop.  And while letter writing itself may be a bit of a lost art form, we all write emails, reports, papers, or notes daily. 

But there is a real science to writing a direct mail letter.  It needs to be a carefully constructed communication that takes the reader on an emotional journey.  It needs to tell a story that makes the donor feel something.  It must be engaging, and offer a problem as well as provide an easy way for the donor to play a part in the solution. 

The letter structure is arguably as important to the success of the letter, as the story itself.  Here is a reminder of four basic principles for structuring your direct mail letters.

1. The start of the letter beneath the salutation must immediately engage the donor’s emotions and contain a call to action. It should continue on from any header paragraphs.

2. There are a series of asks, which describe how specific needs must be met – whether through equipment or action – throughout the letter, but reiterated again right at the end of the letter. The end of the letter is the best place to include your ask string. The donor has read this far, so are obviously keen, and this is where we should tell them what their gift can do, and offer opportunity to give more than they might normally

3. The call to action at the end of the appeal must be strong and urgent – with specific instructions on how to respond (the mechanics).

4. The PS should repeat the basic message of the appeal and the main case story – and also give specific instructions on how to get your gift to the charity.