The ‘offer’ is a vital ingredient to any direct mail package. In a nutshell, the offer describes
what the donor is buying.

This is not restricted to the tangible – e.g. new school, hospital or piece of equipment – but
also what these items will achieve in terms of human upliftment. A new classroom or school means children can be educated and the door to a brighter future opened. A hospital means more lives saved or dread diseases beaten. Food parcels ease hunger and promote good health, etc.

If the need is huge, you should break it down to bite-sized chunks, to suit a cross-section
of donor pockets.

For instance, a new building can be broken down to walls, doors, windows, etc. Fuel for an
ambulance can be related to the number of kilometres between possible death and rescue.

Many organisations find it difficult to come up with a specific need, when what they really
want is money for running costs. But asking for donations to pay the rent or the phone bill
just won’t work! Instead, think about what would happen if you can’t pay the rent or phone
bill: your organisation couldn’t operate.

Concentrate on the people who would suffer if you went out of business, and construct your offer around them.