What the FOAC is wrong with my response rates? - Future Fundraising Now
by guest blogger Lisa Sargent, fundraising copywriter, donor communications specialist, and rabid defender of direct mail. Before you shoot your copywriter because he or she hasn't been the creative cash cow you hoped, I strongly suggest you consider this acronym for direct mail success -- in order of priority, according to website SOFII ... FOAC: Format. Offer. Audience. Creative. Put another way (hat tip to the late Bob Stone, direct marketing legend), 60% of the success hinges on the List, 30% on the Offer, and 10% on Creative. You may have heard 40/30/30, or 40/40/20. Or some other variation. The...
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