By Alan Sharpe, CFRE
Will your direct mail package ever produce a standing ovation? It might. When you mail an effective invitation to a seminar, workshop, awards show or special event, you literally move people-out of their seats and into yours. That’s one of the hardest jobs in direct mail. Here are 11 ways to boost the success of your direct mail invitations.
SEMINARS
1. If you are offering a free seminar as a way to find planned giving prospects, sell the event, not your charity. Promote the valuable, exclusive information that the prospect will learn at the event.
2. Prove there is no risk to attending by giving away something of value. One software company tested its seminar mailings by offering free software (a $20 value) to half their list. The freebie doubled response.
FUNDRAISING BANQUETS
3. Attract donors to your banquet by giving them what Bob Bly calls a “carry card.” A simple card, mailed with your invitation, offers donors a free gift or chance to win something by redeeming the card at your event.
4. Tease. Indicate that your event will be wacky, fun or entertaining so that your readers can’t possibly stay away.
AWARDS SHOWS
5. Create a memorable theme. The John Caples International Awards show recently mailed me an invitation with the theme: “Why covet a Caples when you can have one?” Good question.
6. Show the view beyond the event. Help readers see themselves not just at the show, but after the show, with an award in their hands.
BEST PRACTICES
7. Create urgency by showing your deadline in prominent places throughout your invitation.
8. Capture the names and addresses of those who cannot attend by offering them something of value (hot prospects shouldn’t be penalized simply because they have a full day timer).
9. Mail more than once, preferably three times in the four weeks leading up to your event. Consider sending an email to your house list, telling invited guests to watch their mailboxes for your invitation.
10. Give guests more than one way to respond (BRE, web, email, phone, fax).
11. Use a checklist to make sure you cover everything in every invitation (such as event name, venue name, location, date, time, directions, early bird deadlines, cost, who to make the check payable to).
