--- title: Don't Skip Drama in Your Direct Mail description: Direct mail gives you the chance to tell a large group about what you do, and you need to bring them in quick. It’s essential because... image: https://info.amphil.com/hubfs/ps.jpg --- [![AmPhil Logo](https://info.amphil.com/hubfs/raw_assets/public/AmPhilizedTrendBiz/images/amphil-logo.png)](https://amphil.com) - [Services](https://amphil.com/services) - [Strategic Planning](https://amphil.com/services/strategic-development-planning/) - [Major Gifts](https://amphil.com/services/majorgifts-accelerator/) - [Direct Mail](https://amphil.com/services/direct-response/) - [Digital Fundraising](https://amphil.com/services/direct-response/) - [Capital Campaigns](https://amphil.com/services/capital-campaigns/) - [Data & Tech Support](https://amphil.com/services/data-technology/) - [Creative Studio](https://amphil.com/services/creative-studio/) - [Talent & Recruiting](https://amphil.com/services/talent-solutions/) - [Donor Advisory](https://amphil.com/services/donoradvisory-services/) - [Planned Giving](https://amphil.com/services/planned-giving/) - [Sectors](https://amphil.com/sectors) - [Faith](https://amphil.com/sectors/faith/) - [Education](https://amphil.com/sectors/education/) - [Policy & Advocacy](https://amphil.com/sectors/policy-advocacy-ideas/) - [Human Services](https://amphil.com/sectors/health-and-human-services/) - [Arts & Culture](https://amphil.com/sectors/arts-culture/) - [Careers](https://amphil.com/careers) - [Events](https://amphil.com/events) - [Master Class](https://centerforcivilsociety.org/master-classes/) - [Conference](https://conference.centerforcivilsociety.com/2024) - [Scotch Talks](https://amphil.com/events/category/scotch-talks/) - [About](https://amphil.com/about-us/) - [About Us](https://amphil.com/about-us/) - [Leadership](https://amphil.com/leadership/) - [Philosophy](https://amphil.com/our-philosophy/) - [Blog](https://info.amphil.com/blog) - [Contact](https://amphil.com/contact-us/) - [Subscribe](https://amphil.com/subscribe/) - [Contact Us](https://amphil.com/contact-us/) Direct Mail ## Don't Skip Drama in Your Direct Mail ![Nonprofit direct mail drama visual of a woman reading a letter and looking surprised](https://info.amphil.com/hubfs/ps.jpg) Your average donor couldn’t care less about your theory of change. There, I said it! Save the ten-page proposal for foundation chairs and major gift prospects. Those donor prospects want to be dazzled—they want to see the *how* of what you’re doing. But your $10 monthly giver or $100-check-in-the-mail donor? They want to be dazzled in a different way. I’m talking about drama. I’m talking about emotion. *And you'd better believe I’m talking about [direct mail](https://amphil.com/services/direct-response/).* Direct mail is the number-one opportunity you get to tell a large group about what you do—and it's your number-one chance to bring them in *quick.* That's essential because you’ll never get a chance to share your vision for creating a brighter future if you can’t get donors in the door.  But how to get donors through that door . . . Remember before when I mentioned drama? We humans are [storytelling animals](https://philanthropydaily.com/fundraising-and-fairy-tales-the-importance-of-storytelling/). We not only want to tell our own stories, we want to hear stories. We want to be moved by stories. We want to *experience* [stories](https://neuroleadership.com/your-brain-at-work/the-neuroscience-of-storytelling/). ## Set Aside Linear Thinking for Emotion. Despite what you might think, the part of your donor’s brain that makes giving decisions isn’t the measured, logical, fastidious part. It’s the lurking lizard-brain. If we want to receive a gift from a donor prospect, we need to remember this. A direct mail letter is *not* the place to recite your org's history, your list of capabilities, your many successes. Instead, you want to show the *what* of what you’re doing. You want to demonstrate the *why* through a powerful story full of the essential characters. Is there a bad guy? Quote him. Is there a protagonist in distress? Tell their story. Get into it and show in a visceral way what you—and your donors—are fighting for. ## Be Bold. Be Courageous. Don’t Shy Away From the Emotional. Think about it this way: would you rather read a moving saga starring you as the hero or a doctoral-thesis-length proposal chockfull of theory and statistics? I know which I would choose. Your donor does, too.   [![iphone and ipad displaying Amphil's ](https://info.amphil.com/hubfs/directmail-sized-gated-asset-cta-1.png)](https://info.amphil.com/directmailpartnership) [Download e-book](https://info.amphil.com/directmailpartnership) ###### Tags: [Direct Mail](https://info.amphil.com/blog/tag/direct-mail) [Donor Engagement](https://info.amphil.com/blog/tag/donor-engagement) [Creative Studio](https://info.amphil.com/blog/tag/creative-studio) ### Previous / Next Post [![A motivated donor giving a coin into a nonprofit container full of change](https://info.amphil.com/hubfs/AdobeStock_193398848.jpeg)](https://info.amphil.com/blog/3-ways-donors-can-work-to-protect-philanthropy-0) [The Real Motivators Behind Donor Giving](https://info.amphil.com/blog/3-ways-donors-can-work-to-protect-philanthropy-0) [![Nonprofit staffing recruiting company visual of an interview](https://info.amphil.com/hubfs/lk.jpg)](https://info.amphil.com/blog/the-unexpected-interview-question) [The Unexpected Interview Question & Tips for Hiring Development Staff](https://info.amphil.com/blog/the-unexpected-interview-question) ### Interested in our services? 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