Raising Money with No Heavy Lifting! | npENGAGE

Raising Money with No Heavy Lifting!

By on Apr 19, 2011


I just read an attention-grabbing article extolling a new print service called Read Smart by Production Solutions and it piqued my interest – maybe it really piqued my brain.  Read on to find out how that might have happened.  ReadSmart, they say, is the result of over 20 years of research examining how messages are transmitted to the brain and how to best format message text to achieve maximum effectiveness.

To test the research’s findings, Production Solutions worked with the National Wildlife Federation, to test their new technology in a recent donor appeal mailing.  The results:  response rate increased by 9.67%, average gift increased by 4.2% and net revenue increased by 26 %.  All that from changing the text format?  Curious to learn, or should I say, “see” more?   You can read the full article and see an example of how their service makes small variations to the widths of the letters and spaces, and to the line endings.  They claim that these minuscule adjustments improve eye movements and word perception to optimize the overall message.  Frankly, I think they may be onto something.

*Katherine Swank is a consultant for Target Analytics. You may contact her at katherine.swank@blackbaud.com.

Katherine has over 30 years of experience in the fundraising industry as a consultant, development officer and advancement team manager. As a member of Blackbaud’s analytics consulting team for over a decade, she facilitates strategic, client-facing content for Blackbaud’s custom modeling, wealth screening, and prospect research solutions to enhance clients’ development efforts with data-driven strategies.  Before assuming this role, she served as the national director of gift planning at
the National Multiple Sclerosis Society home office. Katherine has raised over $200 million during her career. She is a past president of the Colorado Planned Giving Roundtable, a former lawyer and also served as an affiliation faculty member at Regis University where she taught development-related courses at the master’s level for more than 10 years. She is a frequent speaker at BBCON, NACGP, Apra, AFP and other industry conferences.

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