Welcome to the Donor Doctor with your host James Newberry. On today’s show, James interviews Jim Minarik, Top Political and Charitable Copywriter. Tune in for some classic insights and advice on copywriting!
The Need to Cultivate Relationships
The Donor Doctor exists for a two-fold purpose: to educate and to help establish relationships. People tend to quit on what they have started learning, and clients often fail to cultivate the relationships they’ve created from their lists.
Stuart MacLean has known many such cases of clients who wasted the great opportunities they had. One particular organization that hired him was successful in capturing millions of names. But after getting the contributions, no real follow up was implemented.
The lifetime value of donors is huge. The fact that they are already comfortable where they are does not mean that they are to be neglected. Relationships are established to be cultivated and not just to be left behind.
Debates on Carriers
Everyone has his own say with regards to carriers. To Jim, it depends on the recipient and content of the letter. How the recipient will perceive it matters as well.
This is why it’s important to identify what you want to achieve. Have a list of goals, and have a clear vision of your ideal donor. Know what you want, know who you want, and apply those ideas to your carrier.
House Letters vs Prospect Letters
House letters are more beneficial compared to prospect letters. Some, however, don’t place much value on house letters. They usually don’t go the extra mile most likely due to the thought that they already know the person they’re addressing to.
In either letter, flattery, engagement, and a good purpose for money is important. You need to get people involved through any effective techniques. Provide means for the donor to get in step with you.
To hear about some classic insights and advice on copywriting, download and listen to Jim Minarik, Top Political and Charitable Copywriter.
If you’re short on time, here are the highlights of Jim Minarik, Top Political and Charitable Copywriter:
The need to cultivate relationships? (00:43)
Debates on carriers (5:57)
House letters vs prospect letters (8:45)
Identifying the project (12:16)
Using upfront premiums (15:41)
Advertising vs direct marketing (19:11)
Advice on copywriting (21:27)