It all comes down to understanding the basics of direct marketing:
1. The List or target audience – who are you speaking to? How well do you understand their motivations and barriers?
2. The Proposition – what do you want them to do & why should they do it?
3. The Response Channel (not the broadcast channel) – how will your audience (not anyone else’s!) respond to your proposition?
And only then do you fix on:
4. The Broadcast Channel
5. The Best Creative Approach (for that channel)
Most fundraising fails through not getting the first 3 right, because it then leads you to make the wrong decision on the last two.