In conversation with Jen Shang

Dear Jen,

Here’s the problem.

We live in a world (and a sector!) that seeks definitives. Silver bullets.

“Show me proof that adding X will result in Y.”

But most successful, effective and impactful fundraising is not definitive.

There is no one way to design an outer envelope.

There are a 1,000 ways.

And depending on the story you are trying to tell, the human (or thing) who is telling that story, the organization, how the donors feelings about you...

That dictates what the outer envelope should be.

HOWEVER

I do know...

Almost anything other than a white #10 does better in testing.

And simple is best. Logo and return address only

BUT!

A great photo with plenty of eye contact can get an envelope opened immediately too. Or using red stock instead of white can be very effective. Using the name and signature of the letter signer instead of your logo can increase the envelopes effectiveness or make just using a BIG RED BAR across the front will destroy the competition.

There isn’t “a” thing.

There are lots of things. And as a craftsperson I need to use my creativity, my intuition, my experiences and my training to make these decisions.

Human interactions and human relationships (with these other human’s we call donors) should be thoughtful exchanges. Interplay’s.

You can’t formalize or institutionalize them.

There is no one way to make you my best friend.

Just as there is no one way, no check boxy process that will ensure success.

(Part of an ongoing conversation with the incredible Professor Jen Shang, co-founder and co-director of the Institute for Sustainable Philanthropy.)