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GO RIGHT – GO BIG ● Blog Post #51


Post #51

March 5, 2024

If you’re not regularly incorporating my 20% marketing ideas in your postal and digital ads, yLast week’s blog post concluded the 16 ideas that make up my list of the 20% marketing ideas that when implemented have the potential to increase your donors and income by 80%.


Many of these ideas apply to other channels of fundraising, especially digital/email, phone, and personal one on one solicitations.


For the next several blog posts I will list my ideas that make up the 80% that will be responsible for 20% of your income.


The 16 that make up the 20% are summarized here:

  1. List

9. Celebrity Letter/Pub Note Signer

2. Brand

10. Inline

3. Project

11. Urgency

4. Involvement Techniques

12. Keep Package Costs Low

5. Tagline

13. Thank Yous

6. Testimonials

14. Push/Chase Postal Mail

7. Advisory Board/Friends List

15. Front End Premiums

8. Website

16. Select a Hungry Market

In the next few weeks, I’ll give you more marketing ideas, which will improve your fundraising results.


I put these 70± ideas in the category of 80% ideas that will produce an additional 20% of your income.


Don’t make the mistake of thinking that these ideas are not important.  The additional 20% often means the difference between success or failure, especially for acquisition/prospect mail.


1. Many nonprofits struggle for lack of credibility and trust from the public.  Therefore, they need to do what they can to communicate the idea that they’re a real organization doing real things with a serious chance of success.  Number 7, 8, and 9 from the 16 on the 20% list help, as well as the additional four items below.


a. Have someone whose name denotes trust sign your letter.

b. Have someone whose name denotes trust sign a pub note.

c. List your board of directors with names and titles that denote trust.

d. Report on press/media coverage.


2. Instead of always using a #10 carrier envelope, vary the size of your carrier (7 ¼, 7 ¾, #12, #14, 9x12, etc.).


3. Consider a carrier with impactful colors (bag kraft, black, etc.).


4. A carrier with a photograph in the upper lefthand corner or a label with a photograph on it.


5. Produce an annual report at the end or beginning of the calendar year or your fiscal year.


6. Send an annual donor/supporter/member appeal.


7. If your organization has a debt, consider sending a debt reduction mailing. 


8. If you don’t have a debt but are significantly falling short of your budget, write about a budget shortfall that will seriously impact the effectiveness of your organization if not corrected.


Your feedback is helpful, appreciated, and needed.  Please email me at with any thoughts or comments you may have.

This free post is brought to you by American Target Advertising™ (ATA) and American Mailing List Corporation™—“ConservativeListsRUs.”  ATA was the world’s first conservative direct marketing agency and still is the largest with over 85 team members (increasing to 135 by 2024) that will mail over 300,000,000 postal letters in the 2023-2024 election cycle for 40+ clients who will receive over 7,000,000 donations from over 2,500,000 unique donors.

​Much of the information in is from Richard A. Viguerie’s new book, GO BIG – The Marketing “Secrets” of Richard A. Viguerie. Copies for yourself or as a gift can be ordered at or, or at your favorite online bookstore.

If you wish to buy copies to be given free to high school or college students to encourage them to seek a career in conservative politics/marketing, go to

To subscribe FREE to GO RIGHT - GO BIG blog, click here.

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