Factors that make or break your direct mail campaign

I've been reading one of the 'fundraising bibles' called Achieving Excellence in Fund Raising. It covers everything from Philosophy to Ethics, Sources and Methods. A book that should probably be on the bed stand of every fundraiser.

The prolific Mal Warwick, in Chapter 19, covers the ins and outs of Direct Mail. In a section called "Factors That Make The Most Difference In A Direct Mail Campaign", he states that you (you being a fundraiser at your charity) are responsible for HALF the response to your direct mail. Your charity's track record, the power of your message, the quality and visability of your organization's leadership, publicity and the ties of your work to issues of broad public concern are all your responsibility.

The other half, according to Mal, breaks down like this:
List Selection - 25%
The "offer" - 10%
Copywriting - 5%
Format - 5%
Design - 5%
and lastly,
Timing - which Mal states, is terribly hard to put a fixed value on but - can make a big difference in your mailing.

As a designer - I'm comfortable with 5% - I would love to think that the way I wrap the font around some pretty graphic, or my witty use of the colour magenta makes a mailing double or triple its expected targets - but let's face facts - it doesn't. It was part of the success or failure, but not wholly responsible for either.

I'll make you a promise. I'll remember that the next time I work on a direct mail pack for you - if you do too. If you concentrate on the things that REALLY matter, like your messaging, I'll concentrate on making sure it comes through as CLEAR as possible.

I promise.