Direct Response in Action

What Happened When I Taught My Nephew 5 Simple Tactics

school yard

We all know that direct response isn’t child’s play. It’s hard work. Nevertheless, if you keep just a few things in mind, even a novice can make a difference — and the story of my teenage nephew, Ian, and what he was able to accomplish is a good example.

Ian is on his way to becoming an Eagle Scout. His final project in order to achieve this top rank is to create something for the community that includes a fundraising component. Ian’s idea was big: in memory of a deceased friend he would clean up and upgrade a student community area at the high school his friend loved and attended. This would entail purchasing and installing a new gazebo, as well as adding a picnic table and a bench or two. Total cost: $5,500.

That was a daunting amount for a teenager to raise. But I knew it was doable — as long as Ian followed some basic fundraising tactics on his crowdfunding site and in his letters. Here’s what I taught Ian:

5 Simple Direct Response Tactics That Work

1. Think: Who are you writing to and how do they want to be addressed? It’s important to start on the right foot. Ian was writing Mr. and Mrs. Smith (not real name). I asked if that is how they want to be addressed. Ian said no, by their first names. Then do that, I said. His teacher wants to be called Mrs. Jones (not real name). That’s how Ian addressed her.

2. Tell a sincere story: Show compassion, without ever going over the top. Ian told the story of his dream of becoming an Eagle Scout and his deceased friend simply and from the heart.

3. Give the facts: Where is the money going? Be as specific as you can because people want to know. Ian provided cost figures for each major item on his list.

4. Simplify: Make it as easy as possible for donors to respond. Ian added a form to the letter so people knew what to do next. He also provided a reply device: a postage-paid envelope with his return address on it.

5.  Remind people of tax benefits: Give donors an added incentive to be generous. Let them know that their donation could be tax-deductible. It’s easy to do, and Ian did it.

I’m happy to say that, in a month’s time, Ian exceeded his fundraising goal!

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