What’s Best for Your Digital P.S.?
Did you know studies show readers pay particularly close attention to postscripts when they’re reading fundraising mail? This is because those people who get as far as actually opening their direct mail appeals scan the copy rather than read it line-by-line. And the P.S. is perfectly placed to stand out and catch the scanner’s attention.
We have no illusions that people take in email appeals any differently, although there’s considerably (and deliberately) less copy to scan. In fact, CDP’s digital marketing services team has been thinking a lot about postscripts and the best way to capitalize on this attention given. That’s why, in the current e-solicitation (esol, for short) calendar for our MSB partner stations, we’re offering them the flexibility to create their own individual, customized postscripts for some of the esols. This is just another example of how we constantly strive to give our MSB partner stations sensible customization opportunities within the context of CDP’s demonstrated virtues of the strength of scale.
So what should a good email fundraising P.S. accomplish? Exactly the same end that a good fundraising P.S. aims for in a direct mail appeal.
In an article from NonProfit PRO Today, copywriting and creative consultant Ray Jutkins nails it: “The P.S. is a place to repeat the call to action, remind the reader of the key benefits and (again) ask.”
He also offers his views on what we agree is prudent guidance on what NOT to do. “The primary thing not to do with your P.S. is state a new fact, introduce a new idea or start fresh with a different thought,” Jutkins says.
The differences between digital and direct mail fundraising copy exponentially increase the value of Jutkins’ admonition. When we carefully craft the look and feel of our esols, we focus on a message that boils down to “Here’s why you should give now.” Donors and/or prospects don’t set email solicitations aside to decide about later (as they are far more likely to do with direct mail). We know our esols will get a donative response within hours of the appeal hitting the recipients’ inbox or not at all.
What are some of the best partner station-crafted esol postscripts we’ve seen since we’ve offered this option?
P.S. You count on [Station Name] for inspiration, information and entertainment. [Station Name] counts on you to make it all possible. That’s why your support is critical today. Thank you!
P.S. Every inspiring moment on [Station Name] is only possible because of you and your generous support. Please make your year-end gift today! Thank you.
P.S. Nearly 85% of our funding comes from supporters in [Region]. It’s no exaggeration to say that without your support we could not provide such exceptional programming. Please be as generous as you can. Thank you.
P.S. Make a generous year-end gift today and help [Station Name] continue to bring you the best cultural, educational and news programming in 2022.
These examples of P.S. copy do not introduce topics or cases for support that have not been previously articulated in the esol copy. They instead emphasize, repeat and underscore reasons for the recipient to give that have been alluded to, if not outright stated, in the esols’ body copy. That, in our view, is the way to do it right.
It may seem counter-intuitive to use a P.S. just to say something you’ve already said, but postscripts are attention-grabbing and, thus, useful tools to get in your message in one last time. Whether you’re an MSB partner station who needs help utilizing our new Dynamic P.S. feature or a just a station interested in seeing how the P.S. could work for you, we hope this simple advice can help steer you in the right direction as you begin crafting P.S.’s that take advantage of their striking nature to restate your message.