Save time and money with proven year-round campaign copy that’s ready for you to customize and send. You’ll find letter and email add-gift, renewal, and lapsed templates for all formats: news, classical, jazz, triple-A, and television.
Navigate this page
News Station Mail & Email Copy Library
These collections are automatically sorted by the most recent. Use the filter or search options to help fine tune your results.
Music Station Mail & Email Copy Library
These collections are automatically sorted by the most recent. Use the filter or search options to help fine tune your results.
TV Station Mail & Email Copy Library
These collections are automatically sorted by the most recent. Use the filter or search options to help fine tune your results.
9 Tips for Optimizing Your Campaign Series
-
1. Make these campaigns your own!
Add in local content to connect more deeply with your listeners. Some of the campaigns in this collection include recommended places to add local shows, hosts, or regional cities and towns.
-
2. Make sure it’s readable.
Keep font-size large enough for older eyes. Keep the paragraphs indented and the margins wide.
-
3. Optimize your donation form.
Make your reply form clean, simple, and easy to fill out.
-
4. Include a strong acceptance statement.
Make it positive and enthusiastic. “Yes! I want to help fund my favorite programs on WXYZ!” or “Here is my contribution to support more great radio on WXYZ!, ” for example.
-
5. Differentiate your gift ladders to match your donor’s giving.
For additional gift and renewals, we recommend: Last Gift, 1.5X Last Gift, 2X, Last Gift, Other
For lapsed, we recommend a static ladder that begins low (between $25 and $50 depending on your basic membership levels). If you’ve conducted gift-ladder testing at your station, use that information to determine your ladders. -
6. Consider adding a listing of popular programs to the “real estate” on the back of the letter.
Provide an opportunity to connect at all angles. Precede it with a statement such as: “WXYZ is your station. Your support is essential to the programs you appreciate and rely on.”
-
7. Don’t forget to add a source code to the reply form.
Source code helps ensure proper accounting and analysis of campaign results. Even if you use very similar letters for additional gift donors, renewing donors, and lapsed donors, each type of donor should receive a different source code because response expectations are different for each category. Combined codes do not allow for proper analysis.
-
8. Strategize the timing of each mailing.
We recommend you send each effort about two weeks apart.
-
9. Consider strategic additions of envelope teasers to accompany the campaign.
For example, a first additional gift envelope could be something like “Your favorites…” or “Your chance to make a difference.” For renewals, it could be a more practical “It’s time to renew” teaser. For lapsed, we recommend a plain first effort and a “Second chance” teaser on the second effort.