Deck 16: Donor Appeal

Question 1

According to research, direct mail draws an average of __ times the number of responses than newspaper ads draw.

A) 5
B) 10
C) 50
D) 100
E) 250

Answer 1

10

Question 2

The only difference between an effective appeal letter and junk mail is __.

A) the amount of time that goes into writing the message
B) the cost difference between first-class and third-class postage
C) the identity of the person signing the letter
D) the recipient's interest in the topic
E) whether the sender is a corporation or a nonprofit organization

Answer 2

the recipient's interest in the topic

Question 3

"Franking privilege" refers to the privilege of free postage for __.

A) active duty members of the military
B) companies with government contracts
C) members of Congress
D) nonprofit organizations
E) state governors

Answer 3

members of Congress

Question 4

The common reason why people donate money is that __.

A) giving satisfies their personal wants, interests or needs
B) the organization asks for it
C) the organization has a good reputation for using donations appropriately
D) the request is presented by a credible third party
E) they believe the cause is a worthy one

Question 5

An appropriate guideline for writing direct-mail appeals is to write in a way that __.

A) explains the negative consequences if the reader does not contribute
B) grabs the reader immediately with a strong beginning
C) sends the appeal over the signature of the public relations writer
D) uses the salutation "Dear Sir or Madam"
E) presents a tone of understatement and indifference

Question 6

In an appeal package, the message "Yes, I want to help!" with a check-off box would be part of the __.

A) acknowledgment
B) appeal letter
C) planning sheet
D) response device
E) sending envelope

Question 7

___ is an e-philanthropy portal site founded by several technology companies that has processed more than $2.2 billion in contributions to 100,000 organizations.

A) American Red Cross
B) E-Philanthropy Enterprises
C) Epsilon
D) Network for Good

Question 8

Internet-based fundraising has been most successful in attracting ___ donors.

A) Baby Boomer
B) Gen X
C) high-income
D) retired
E) young

Question 9

The fundraising method that seeks to attract small donations from a large number of people using social media is ___.

A) crowdfunding
B) donor-base expansion
C) e-philanthropy
D) online sourcing
E) social giving

Question 10

Effective direct-mail appeals use a post script to restate the appeal and the main reason supporting it.

Question 11

The sending (outside) envelope in a direct-mail package should include bright paper with a teaser message on the cover.

Question 12

A split run is a direct-mail technique in which an appeal letter is mailed twice to each recipient to increase the likelihood that they read it.

Question 13

Handwritten notes enhance appeal letters by giving them a more personal look.

Question 14

Explain the value in using typographical techniques such as bold and italic type in appeal letters.

Question 15

Explain the value of writing both for the head and for the heart.