Six easy steps to take to apply the Pareto principle and increase your direct marketing income – George Milne, Joint Managing Director

Here’s step 2 of how to apply the Pareto principle and see your income soar.

Step 2
We touched on how your active multiple giving donors who give £100 or more will give you a significant proportion of your donor income. We also know that they are responsive to donor appeals.

They have shown you that they are interested in your charities work, so let’s recognise this and give them insight into how you deliver a fantastic service and make a real difference to lives. Tell them how you have identified the problem and worked to come up with a comprehensive solution that will tangibly improve your beneficiaries lives – you are, after all, experts in your field.

Don’t be afraid to tell the full story, even if this takes 2,000 words or more to do.

TW CAT has tested letter length for high value donors and we know that longer copy produces a better response in terms of both average gift and response rate.

So get out there and don’t be afraid to give your donors all the facts; they’ll need them to make an informed decision. You wouldn’t invest or spend anything from £50 to £1,000 without knowing exactly where your money was going, so don’t expect that your donors will. Trust them with the facts. Give them real insight into your work today, and tomorrow they can be the all-important ambassadors that your organisation seeks.