The Planned Giving Blogger

The art and science of planned giving.

Planned giving marketing: get rid of the teaser

with one comment

Jeff Brooks, writes a great blog called Future Fundraising Now.  He recently posted what some might consider a provocative point of view: that teaser copy on outer envelopes doesn’t work.  I agree with him wholeheartedly and find that the same is true in planned giving marketing.  Read Jeff’s blog here.

Phyllis

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Written by Phyllis Freedman

June 28, 2010 at 11:50 pm

One Response

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  1. The idea of whether or not a teaser works, and testing to demonstrate either point, is complicated when mixing acquisition mailings, appeals, and planned giving mailings. It’s been awhile since I’ve been directly involved in direct mail programs, but my memory is that teaser’s usually work in acquisition mailings. They can also work on appeals, though I remember that they should be used sparingly. I’ve never seen testing on teaser copy on planned giving mailings.

    It would be interesting to see The Nature Conservancy has tested teasers on planned giving mailings. But here too it gets complicated. Is first class postage being used or not?

    I’d bet that mail houses have good testing information, at least on acquisition and appeal/renewal mailings, that demonstrate the teaser copy, done well, still works. Does anyone reading this blog have access to this kind of data?

    Greg Lassonde

    June 29, 2010 at 10:46 am


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