Mark Mehling

Every successful fundraising letter contains five essential elements. These are pieces that must be included to make sure your appeal gets read, but more importantly, persuades the reader to give.
 In today’s episode, the tables are turned as Mark interviews James to extract his expert experience and insights as well as the five ingredients every successful appeal must contain.
 Here Are The Show Highlights:
  The misconception of writing ‘off the cuff’ (2:00) The two best ways to get into fundraising with little or no experience (3:40) Why great writing skills are essential to the success of any business (6:35) The real difference between political and charitable direct response fundraising (11:00) Most common mistakes in fundraising copy and how to avoid them (14:30) Two  baseline books every beginner copywriter must read (17:00) James’s inside tips for starting your own podcast (19:40) Three essential elements of a successful fundraising letter (25:00) How to add a personal touch to your donation letters (29:40) BE NOTICED: How to make sure your message never gets thrown in the trash (30:20)  Be sure to use these five valuable ingredients as you write your next appeal letter.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

Encore with Mark Mehling: Does your appeal have these 5 ingredients

Richard Viguerie

Richard Viguerie, American conservative figure and pioneer of political direct mail shares his insights and expert experience into the world of direct marketing. He’s 84 years old, still works 10 hours a day, hates sleep and is always excited to wake up in the morning.
 You’re also going to learn about the famous  ‘Four Horsemen of Marketing’ strategy which Richard has used for greater impact, influence, and contribution.
 Here Are The Show Highlights:
  Introduction to Richard Viguerie (1:00) Huge fundraising lesson from direct marketing genius Dick Benson (6:25) The importance of reading classic marketing material in a modern age (11:10) Read THIS book 7 times if you want anything to do with advertising (12:30) The difference between a good and GREAT copywriter (13:05) Third Force Organizations (16:20) Why there’s no such thing as ‘shortage of money’, only shortage of big ideas (18:45) The law of failure: why the majority of people give up too easily (19:25) Viguerie’s Four Horsemen of Marketing (20:10)  Enjoy today’s show and take a look inside the mind of one of the true experts in direct marketing.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 
 Call the Donor Doctor at 240-477-3999.

Richard Viguerie, Father of Conservative Direct Mail shares his insights

Albert Lasker

Albert Lasker was an American businessman and philanthropist who played a major role in shaping modern advertising. He insisted advertising copy should actively sell rather than simply informing, coining the term ‘salesmanship in print’.
 In today’s show, James Newberry and Stuart MacLean take you through 13 of the most unique things that led to Lasker’s success in the modern advertising world.
 Show Highlights:
 -Secrets to hiring the BEST people (3:30)
 -How much poor performers could be costing you (4:30)
 -The power of curiosity in modern advertising (5:10)
 -How to make your services irreplaceable (6:40)
 -The impact of NOT firing underperforming employees (7:50)
 -Sticking with your scope of expertise (11:50)
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!
 
 Call the Donor Doctor at 240-477-3999.
  

Albert Lasker: The Original Mad Man

Donor recognition levels are vital, but often overlooked factors that can make a huge difference in how you position your ask most effectively. It doesn’t matter if you’re working alongside individuals or corporate donors, recognition levels can make or break a donation and it’s something you should strongly consider.
 Show Highlights:  The 4 levels of nonprofit recognition (2:30) One huge advantage of a direct mail program for fundraisers (8:10) The best time to launch a direct mail fundraising program (10:45) How to add urgency to your fundraising appeals without being pushy (12:00)  Far too many nonprofit organizations overlooked these 4 levels of recognition, and as a result, miss out on key donations. Listen to today’s episode to make sure you’re not one of them!
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

Do you know the 4 levels of Recognition?

Roy Furr

Part two of the all insightful interview with copywriting and marketing expert, Roy Furr. A ‘must listen’ episode if you want to improve the results of your nonprofit organization. If you missed part one, catch the replay right  here.
 The Show Highlights:
  Shrinking the acquisition cost of a customer (2:25) The fundraising funnel: A nonprofit’s answer to (3:20) How to create a tailored online experience for your donors (9:50) The ‘two prong’ email strategy to maximize engagement and financial support (11:30) Content vs asking for the sale: The best email ratio for nonprofits (15:25) The most critical page on your fundraising website (26:30) Create high influxes of donor support with THIS highly successful launch model (28:40)  Download, listen, and enjoy part two of Roy Furr’s interview.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

Roy Furr, Copywriting and Marketing Expert, Gives 9 Recommendations for NonProfits from Commercial World (part 2)

Copywriting and marketing expert, Roy Furr is today’s special guest sharing his 9 recommendations Nonprofit organisations can follow to improve their bottom line.
 He’s one of the few copywriters to receive the stamp of approval from the legendary Gary Bencivenga as well as writing control ads for the likes of Bill Bonner and clients at Agora.
 Show Highlights:
  Applying direct response principles to your fundraising on the internet (8:00) Emotional interaction and ‘smelling the direct mail’ (11:20) The huge talent gap in the fundraising world and how to fill it (13:00) A long term advantage of working as a copywriter through an agency (17:50) The absolute simplest way to test your fundraising copy (20:00) Ugly is the new sexy (23:40) Ryan Lee’s alternative to the ‘tripwire’ offer (28:20) Making it as easy as possible to get your first $1 donation (31:20) LTDV: The secret to scaling with direct response fundraising (33:00)  James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

Roy Furr, Copywriting and Marketing Expert, Gives 9 Recommendations for NonProfits from Commercial World (part 1)

Successful fundraising is more than just sales and marketing. Being a good salesperson or marketer is helpful, but there’s far more important ingredients that go into creating a successful fundraiser.
 Today, James is joined by Stuart Maclean to talk about the 3 most important fundraising qualities: Empathy, discernment, and patience.
 The Show Highlights:
  One attribute of all great copywriters (2:15) The importance of understanding your client’s story (5:20) An actor's technique: Building a bridge across the empathy gap (8:20) Self awareness and its role in discernment (10:10) Why you shouldn’t run a dollar bill direct mail campaign (10:45) Thinking like a farmer to reap the long term rewards (20:30)  Use the practical tips in today’s episode to help improve the success of your fundraising!
 Download, listen, and enjoy today’s show.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

Empathy, Discernment & Patience - 3 important fundraising qualities

Today, James Newberry answers your questions and gives his detailed opinion and answers. Here are some of the highlights for you…
  Which is best: Working as a freelance writer or for a creative agency? (0:30) Why there’s no such thing as ‘security’ (6:00) How to not burn your money as a fresh freelancer (7:50) Avoiding plagiarism in direct mail (9:20) Why slick looking packages no longer work and what to use instead (19:30) President Reagan’s brown suit can improve the results of your direct mail (21:30) Biggest problem in the marketing of fundraising (23:20) The Donor Doctor’s all time favorite podcasts (24:35)  Enjoy, and let us know what you think of the show!
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

Donor Doctor Answers Your Questions

David Garfinkel

David Garfinkel; Author of the Amazon #1 best seller Breakthrough Copywriting and one of the world’s greatest copywriting coaches is today’s special guest.
 He shares his background in journalism, how that helped him once he became a full time copywriter and many other key insights.
 Here Are The Show Highlights:
  Organizing your thoughts and writing faster (3:00) The importance of stories in copywriting (4:30) Garfinkel’s unique way of getting more quality clients (11:30) The missing piece of your fundraising efforts that everyone is hungry for (17:40) A way of writing attention grabbing headlines you probably don’t know about (19:40) Bullet writing secrets from an A-list copywriter (22:30) How to cut your writing time in half (25:10)  You’ll want a pen and paper handy with this episode. It’s packed full of actionable take aways to use straight away in your own fundraising and advertising campaigns.
 To learn more about David’s work and the services he offers, visit www.garfinkelcoaching.com.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

David Garfinkel, "World's Greatest Copywriting Coach"

Research and passion are two of the most important components of any successful fundraising campaign. Today, Dr. Richard Dressner is the special guest sharing his lessons from a $120 multi million Mt. Vernon Capital Campaign.
 By having a deep passion for your fundraising and carrying out thorough prospect research, you’ll be able to find prospects who are much more likely to donate and make it possible for you to achieve your mission.
 Show Highlights:
  The REAL challenge nonprofit organisations will face (3:00) Patience and time - why everything doesn't happen overnight (4:00) The biggest mistake most nonprofits make in fundraising (5:20) Maximizing your donor relationships (17:20) The huge upsides of thorough prospect research (19:20)
  James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

Dr. Richard Dressner, Lessons from $120MM Mt. Vernon Capital Campaign; Research & Passion

The Donor Doctor Show is a podcast that interviews experts in the field of fundraising.  While virtually every kind of fundraising is featured, special emphasis is given on how to improve your charity's direct mail and email copywriting.

Donor Doctor Show

John Caples

Today’s episode features John Caples -- Author of Tested Advertising Methods -- discussion. John is one of the most important individuals to study. He can hit a pitch and is very good at testing copies. Tune in!
 Importance of Headlines The first five chapters of John's book talked about headlines. It served as a guide for Stuart when he was just starting his career.
 While he was waiting for the elevator one day, a guy came in after him. The guy just received a couple of mails. But he only kept about 2 to 3 mails; the others went straight to the trash can.
 That's when Stuart realized how very important headlines are. It should be interesting enough for the recipient.
 Headline Examples John Caples can hit a pitch. One of his most famous ads was "They Laughed When I Sat Down at the Piano, but When I Started to Play...". It became so popular that a comedian made a spoof out of it.
 Another headline he made was for Arthur Murray. It was "How a Full Prom Made Me Popular". John was very good at testing. He was a brilliant man.
 3 Kinds of Headlines Headlines for emails present a correlation. Headlines for direct mail, however, are quite challenging.
 There are basically three kinds of headlines. The first one presents a self interest, the second presents news, and the third presents curiosity.
 Download and listen to John Caples -- Author of Tested Advertising Methods -- discussion.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 
 Call the Donor Doctor at 240-477-3999.

John Caples -- author of Tested Advertising Methods -- discussion

Joe Hooper

In today’s episode, James is joined by special guest Dan Grey to talk about the untold story of the forgotten soldier: Joe Hooper.
 Hooper was one of the most dedicated and decorated soldiers in American history serving his time in both the U.S Navy and Army. He was awarded the Medal of Honor whilst serving his time in the Vietnam War. Sadly, on his return home to his hometown of Kentucky, Hooper was treated as a villain rather than a hero.
 The distress of war politics and not being easily accepted back into the U.S society drove Joe into a downward spiral of excessive drinking which contributed to his death at the young age of 40.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

The untold story of Joe Hooper, most decorated soldier in U.S. History

Elizabeth Foss

Fundraising for the church can bring people, opportunities and talents together in many different ways.
 In today’s Donor Doctor show, Rev Dr Elizabeth Foss shares her insights into how she has successfully used fundraising to support the faith and bring a community together.
 Show Highlights:
  Connecting with people through your mission (3:30) Mindsets and motives of giving (5:20) The importance of asking when it comes to fundraising (11:10) Facing inevitable blowbacks (14:50) How to use a powerful fundraising story in your letter(17:10) Tip to make you a more engaging communicator (18:20)  James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

Fundraising Advice from St. Paul with Rev. Dr. Elizabeth Foss

Robert Cialdini spent his entire career researching the science behind influence and persuasion. Author of two groundbreaking books and globally recognised as the ‘Godfather of Influence’.
 In today’s episode, James talks with special guest Stuart MacLean and together analyse three of the key components in Cialdini’s lifetime of work. Understanding the mechanics behind reciprocity, scarcity and trust will enable you to take your fundraising efforts to the next level.
 The Show Highlights:
  Increasing suspense to increase engagement in your direct marketing (1:15) How to invoke reciprocity to influence people (4:00) The power of using scarcity in your fundraising campaigns (14:00) The single most persuasive word in direct marketing (16:40)  Download, listen and enjoy today’s show.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

Reciprocity, Scarcity & Trust from Cialdini's Influence & Presuasion

Robert Collier

Today’s episode features Robert Collier -- Author Of The Famous Robert Collier Letter Book -- A great read for any business man who is looking for more effective ways of putting their letters into practice.
 Attention Grabbing If you want people to read your letter, the very first you must do is grab your reader's attention. Any letter you write must have a unique way that makes you stand out from the masses. Otherwise, it’s highly likely all of your hard work will end up in the trash. Unopened and not read.
 In today’s show, James Newberry shares with you some of Robert Colliers most effective ways of grabbing your reader's’ attention.  
 Emotion People will always give when you've stirred their emotions. There are 6 prime motives that you will learn about in today’s episode that make people buy or take action. As any great fundraiser, it’s your job to know and understand these emotional motives and align your strategy to make sure your letter is as effective as possible.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

Robert Collier Letter book -- Advice for the Ages

Red flags. The markers that flash, blink and sound like alarms. You simply cannot ignore them. It’s only when we take stance and look back are we able to see clearly where things began to go pear shaped.
 In today’s episode of the Donor Doctor Show, James shares ten critical lessons he’s learned over his career as a fundraiser. Knowing and understanding these points will no doubt save your valuable time and money whilst steering you to success with your future fundraising campaigns.
 Here Are Some Of The Highlights:
  When in doubt, always trust your gut instincts (3:00) The red flags are flying, but why don’t we see them? (4:45) An underrated secret to always to commit to your big ideas (6:30) Why people don’t follow instructions (8:10) You should never hire a family member (17:40) Fraud & Honesty: Culture is your culprit (20:00) Here’s why you shouldn’t be afraid to raise your prices (22:20) Flexibility: The greatest asset for your fundraising efforts (24:40) The truth about holding grudges, and how to get let them go (24:50)  Download, listen and enjoy today’s episode.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

10 Red Flags I've learned over My Career

Bernie Sanders

According to neuroscience, direct mail beats digital in many ways. Despite the huge migration to digital media in the last 10 years, paper based direct mail content still holds its advantage in connecting with your prospects.
 In today’s day and age, it’s harder than ever to cut through the digital noise to make sure your message reaches your audience. We most certainly aren’t going to see a massive shift back to paper mail, but you’d be surprised to know that direct mail still holds its strengths as discussed in today’s episode of The Donor Doctor Show.
 James is joined by special guest Gary Henriksen of Five Maples. They help organizations communicate effectively, improve direct mail marketing and fundraising results, and acquire new customers and donors.
 Show HIghlights
  How to get over the hurdle of a crowded email inbox (9:20) The main reason direct mail is still around today (10:00) How to make your content go the extra mile without you doing more work (16:10) The powerhouse message that should be at the end of every letter you write (18:20) The truth about long copy vs short copy (22:00)  James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

Gary Henriksen: 5 Maples Blog, Bernie Sanders -- Direct Mail vs Digital

While fundraising isn’t most people’s favourite activity in politics, it is however a necessary venture as discussed in today’s episode for special guest Dick Foley.  Alongside that, you’re going to find out the importance of having a great venue for your fundraising campaign and why the best donor you can have is the one you’ve already got.
 Show Highlights:
  Dick’s personal experience in politics (0:42) Rethinking your assumptions (3:15) The best venues for hosting a fundraising campaign (7:40) The secret to not losing money in your fundraiser (11:50) Two key traits all successful fundraisers have mastered (17:50) What Tiger Woods can teach you about fundraising (19:20) The best donor you could ever ask for  (22:10)  James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

Political Event & PAC Fundraising with Consultant Dick Foley

Whether you’re a seasoned expert or just starting out in fundraising, the chances are you’re going to experience mistakes and setbacks. In today’s episode, James is joined by his brother Jonathan to share the 5 most common marketing mistakes and how you can prevent your fundraising efforts from becoming fundraising failures.
 Show Highlights:
  Learning from wounds, scars and failures (0:45) What the Vietnam war can teach you about market communication (1:30) The fine line between cockiness and confidence (2:00) Can you really learn from other people’s mistakes (6:30) Classic marketing principles most fundraisers will overlook (11:30)  Principles
 Marketing principles are the fundamental cornerstones to every successful fundraising effort. Simply put, it is the art and science of being able to understand and communicate what a group of consumers want and then how to get it to them. Today’s episode will tell you why it’s critical you have marketing principles in place if you want your fundraising to succeed.
 Communication
 A failure to communicate clearly is a sure fire way to destroy your chances of succeeding with your fundraising campaign. Your outreach and communication efforts need to be specific to the individuals you want to reach and should convey a sense of urgency.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

How to Avoid Fundraising Failures in the Future

In today’s episode of the Donor Doctor Show, James Newberry interviews special guest Greg Munford, star singer from the group Strawberry Alarm Clock who had the #1 hit Incense and Peppermints.
 They discuss Greg’s background in direct marketing, how that has translated over to his fundraising campaigns and the real reason behind why people give to charity.
 Show Highlights:  Gregs background in direct marketing (6:10) Are print newspapers dying? Can they be saved? (10:10) The truth behind why people really give money to charity (11:45) How to tap into the fundamental drive of human beings (13:10)  Meaning Believe it or not, fundraising saves lives, but not just in the way you think it does. Of course, money raised can be used to directly save lives. Alongside that, fundraising also saves lives through the very act of giving in itself. People develop a true meaning in the world today from their giving, their volunteering and their participation.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a 5-star rating and review if you enjoyed the show. We would love to hear from you!
 Call the Donor Doctor at 240-477-3999, or email us at thedonordoctorshow@gmail.com.

Music and Fundraising: Greg Munford, singer of #1 hit "Incense And Peppermints"

A lot of guidelines exist in fundraising. Some of them, however, are not really good. Similar to sins, you suffer a negative effect if you do them. What are the seven sins in fundraising? Listen to James Newberry and Stuart MacLean in this episode!
 Sin #1: Being Boring The first sin is being boring in what you do and how you do it. You can always do exciting things instead. Unfortunately in fundraising, some do not want to explore new things.
 “Things that worked at one time can become stale.” -James Newberry
 Some clients and fundraisers have the mistaken idea that the cheapest option is the best. What they fail to realize is they can spend on things that really matter. That way, they add value not just to their cause and the things they distribute but also to their donors.
 Sin #2: Not Cultivating Relationships The second sin is failing to cultivate or upgrade donors. Some agencies and organizations simply consider those in their lists as those that are good for another appeal for money.
 Unfortunately, not a lot of agencies and organizations know what to do with people. They don’t even have a clear plan on memberships. As fundraiser, you want to develop and strengthen the relationship you have with the people in your list.
 Direct Marketing with Stuart MacLean Stuart once helped a specific group contact their high net worth people. But, the group didn’t reach out to those people. They could have started and approached the nearest one instead.
 Stuart has had many years in the industry. Now, he runs his own business called MacLean Direct Marketing. He still does consulting for some agencies.
 You too can work with Stuart! Get in touch with him at scottsmanstuartmaclean@gmail.com.
 To hear about What are the Seven Sins in Fundraising, download and listen to the entire episode.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a 5-star rating and review if you enjoyed the show. We would love to hear from you!
 Call the Donor Doctor at 240-477-3999, or email us at thedonordoctorshow@gmail.com.

What are the Seven Sins in Fundraising?

Denny Hatch

On today’s episode, James Newberry features Copy Advice from Denny Hatch and Drayton Bird. Denny is the author of Million Dollar Mailing, and is the Founder of Who’s Mailing What. Drayton, on the other hand, is the author of Commonsense Direct and Digital Marketing. Tune in!
 Two Approaches in Using Carriers There are 2 different approaches in using carrier envelopes. One is to make it look personal, while the other is to simply make it intriguing. Along with these approaches is a debate between copywriters Gary Halbert and Bill Jayme.
 “Your outer envelope is where your prospect decides whether to stop, look, and listen.” -Bill Jayme
 Pile A letters like those from the IRS and commodity bills are typically read as a priority. Gary believes that carriers should be crafted the same way. But, Bill Jayme disagrees with it and believes it misleading.
 A Thoughtful Consideration In light of the debate, James recalls the project he had for the grand opening of the Battle of Gettysburg museum. They had their carrier looked special, and it made sense as an invitation.
 There was another project that he did with the same client. They used a window envelope with a big magnet. For those, he sees it interesting to consider carrier envelopes carefully.
 Copy Tricks and Techniques As a highlight of this episode, you’ll hear about the tricks and techniques that make people continue reading a copy. The idea comes from Rudolph Flesch, a readability expert and writing consultant.
 According to him, the first trick is to create sense with as little as 8 words. 16 words is the average length, while 32 words is already too long to read. He also advises to use short paragraphs.
 Download and listen to the complete episode titled Copy Advice from Denny Hatch and Drayton Bird.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a 5-star rating and review if you enjoyed the show. We would love to hear from you!   
 Call the Donor Doctor at 240-477-3999.

Copy Advice from Denny Hatch and Drayton Bird

Do you have a mentor? On today’s episode, James Newberry discusses the Importance of Mentors and Lists with Glenn Grigsby. Mentors guide people to doing the right things. For this, James and Glenn recalls the mentors they’ve had in life. Tune in and listen to how each made an influence on them! You too just might be needing one.
 Importance of a Mentor Many people fail because they have no mentors. Mentors help you understand things you may have difficulty with. They are there to guide when you have a question.
 One example is the Mount Rushmore project. From it, James came up with 2 lists or 2 groups of mentors. One included people he worked with, while the other included people he only knew or just met.
 Mentors that James Worked With James learned from people he worked with. One of them is Bruce Eberle, who wrote a couple of books on direct mail. His writing is easy to understand, and is great for those who are still starting in the field.
 Stuart McLean and Dan Gray are his two other mentors. James remembers how Dan emphasized on testimonials and social proof. He also knew a couple of things about receiving response.
 Last on James’ list is Craig Kapp. He applied his skills on advertising on direct mail. Interestingly, he never wrote a house letter.
 Mentors that James Never Worked With James has another list of mentors, which include those he never worked with. Among them is Dick Benson, the author of Secrets of Successful Direct Mail. Dick made most of his money from lists.
 Looking back, James had a tunnel vision. He would look at things and see how they might apply. Dick’s book illuminated him.
 Download and listen to Importance of Mentors and Lists with Glenn Grigsby.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

Importance of Mentors and Lists with Glenn Grigsby

Richard Armstrong

On today’s episode, James Newberry interviews Richard Armstrong: Legendary Copywriter, Speechwriter and Author. He successfully transitioned from being a fundraising copywriter to being a commercial copywriter. Tune in as he shares his experiences and insights, and learn where you can receive a free copy of his book!
 A Lucrative Career Richard has had a lot of jobs, but found copywriting as the most lucrative. It pays well consistently. According to him, a writer can make a living out of it.
  He has worked in commercial writing. He enjoyed speech writing as well. There are lots of things he likes about it but it still does not pay as much.
 Speech Writing vs Copywriting Richard has worked for awhile as a speechwriter. He directed much of his efforts on it in the 80s, but the flat fees are lower compared to copywriting.
 A top speechwriter would get paid for $5,000 to $10,000. A top direct mail copywriter, on the other hand, would get paid more than that.
 Advice to the Aspiring Copywriters His book, My First 40 Years in Junk Mail, is witty and easy to read. Richard started in the RMC Mail Room. He advises aspiring copywriters to first get a job as a sales person.
 According to him, the worst sales job gives the better learning experience. He further encourages aspirants to experience having a door slammed on their face from time to time, learn what it takes to start a conversation, and learn the areas of resistance. Most of all, they should also learn how to close a sale.
 Download and listen to Richard Armstrong: Legendary Copywriter, Speechwriter & Author. Visit freesamplebook.com to get your copy of Richard’s My First 40 Years in Junk Mail.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 Call the Donor Doctor at 240-477-3999.

Richard Armstrong: Legendary Copywriter, Speechwriter & Author

Claude Hopkins

On today’s episode, James Newberry and Stuart MacLean discuss about Claude Hopkins -- Scientific Advertising. Claude ranks among the prominent men in advertising. He wrote the books My Life in Advertising and Scientific Advertising. Tune in for some classic insights that you can use in fundraising!  
 Into the Field of Advertising Claude originally desired to become a preacher. But, some of his experiences in life discouraged him from pursuing it. He entered the field of advertising instead.
 His parents both graduated from college. His father died while he was still young. From his mother, Claude learned the value of hardwork.
 He worked diligently, which was why companies paid him a considerable amount of money for his talent.
 Advices from My Life in Advertising Claude knew how to deal well with the common people. He believed in the power of demonstrations and free samples. Also, he believed that it’s wrong to rely on ourselves when judging others.
 “Real men judge us by our love of work.” -Claude Hopkins
 Claude also believed that there’s more profit in expanding sales than decreasing costs. Stuart agrees with this idea. According to him, sometimes cutting off things could mean losing the things or people who can increase your revenue.
 A Big Career Break James shares the story of one of Claude’s first big breaks. He once tried selling carpet sweepers for Christmas. For that, he mailed 5,000 letters to different stores nationwide.
 He came with the idea of offering the sweepers with different woods. The inventors did not like it.
 In his letters, he presented that they only have a limited supply. He wanted to let the recipient know his offer was exclusive. As a result, he sold more than the typical salesmen did.
 To hear about Claude Hopkins -- Scientific Advertising, download and listen to the entire episode.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We would love to hear from you!  
 
 Call the Donor Doctor at 240-477-3999.

Claude Hopkins -- Scientific Advertising

On today’s episode, James Newberry talks with his son Jonathan about 50 ways to improve your fundraising copy. James gathered lots of insights from experts like Herschell Gordon Lewis about fundraising. Don’t miss each unique idea. Tune in!  
 The Importance of Storytelling Storytelling is important in any area of life. James shares how his deceased father still receives mail. One was from the American Legion, and told a story about grandparents.
 Another was from the USAA, and told a story as well. Stories are everywhere. It’s up to you how you’ll use it.  
 More You’s than I’s Fundraising is more about the donor than about yourself. Some even count the number of you’s they use in their copy. Exceptions are when the signer is telling a story and when you’re an expert in the field.
 Authenticity to Public Perception An example to this is Wendy. She did a lot of animal charities. To be effective, she’d use a rough carrier which was authentic to her niche. Also, there’s a need to consider color apart from other things.
 Develop and Design Not all copywriters take time to develop and design their offer and carriers. More than half of their time is spent on the letter. Herschell believed in allowing your copy to sleep. Once you finish it, you can return the next day to apply some tweaks as necessary.  
 A Monthly Test James once visited a website by a direct mail enthusiast. It had 10 questions with three options each. He admits that a lot of times the tests are obvious.
 Subheadings that Tell All Sometimes you can already get a good idea from subheadings alone. However, it may not work with the handwritten letter. This technique is very common in magazines and newspapers.
 To hear about the complete 50 Ways to Improve Your Fundraising Copy, download and listen to the entire episode.
 James Newberry is an expert in fundraising. He’s had a seasoned career in the industry, and has lots of ideas in store for everyone. Connect with the Donor Doctor on Facebook. Don’t forget to leave a rating and review if you enjoyed the show. We love hearing from you!  
 
 Call the Donor Doctor at 240-477-3999.

50 Ways to Improve Your Fundraising Copy

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