Although I haven't been doing direct mail campaigns for ten years (I'm only up to about 1/5 of that...) my experience has been that any letter should be the length of a lady's skirt... long enough to cover the topic but short enough to keep it interesting.
 
I think community standards come into play here as well.  Our constituency (here in Delaware) doesn't seem to like long, rambly letters.  Perhaps that's because our city is saturated with around 40% of the land belonging to non-profits, all screaming to be heard.  They aren't so interested in the details of where it's going - as long as they can be assured that it's a good cause.  The longer letters tend to be thrown in the trash. 
 
Jennifer M. Lane
Marketing and Events Manager
Wilmington Music School
p (302) 762-1132 x18
f (302) 762-3422
 

From: Museum discussion list [mailto:[log in to unmask]] On Behalf Of Erica Maniez
Sent: Friday, May 06, 2005 4:12 PM
To: [log in to unmask]
Subject: direct mail letter survey

What are the lengths of most museums’ direct mail appeal letters (if you do them)? We are about to send out a special appeal, and there is some concern on the Ways & Means committee that 2 pages (two sides of one sheet, actually) is too long. I’m of the mind that we should take as much room as we need to explain why we need the money. So I need some support for the idea that I’m not off my nut and might know a thing or two about direct mail after working with it for 10 years… And of course, if I am wrong, then I’d like to know that too. J

 

Thanks for the input,

Erica

 

Erica S. Maniez

Museum Director, Issaquah Historical Society

425/392-3500

[log in to unmask]

www.issaquahhistory.org

 

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