And, while we say we "get it", do we really get it?
When you read George Smith, Terry Murray, Mal Warwick, or even great advertisers like Bernbach and Ogilvy, they all say something about Feelings and connecting with people. And that is what all great fundraising does.
I, like most people, enjoy the illustrative language, the humorous anecdotes and puns and the - almost expletive - never-ending rants from fundraisers like Jeff Brooks. Yet the Twitter accounts, the daily feeds and blogs, the multiple conferences and masterclasses, volumes of beautiful books and countless success stories from other charities around the world fail to influence some fundraisers.
And then it dawned on me.
Maybe one more blog post will do the trick. Perhaps THIS repetition of the 'tried and tested', the black and white facts and irrefutable proof might make the difference. Will you tell me I'm dreaming?
Whether in vain or not, here are 5 Core, well-rehearsed and ever preached passages that no direct mail letter should ever exclude:
2. There must be a clear and present NEED. If your organisation isn't able to articulate a real problem that requires it to fundraise, then don't bother writing the letter.