If you've been following my recent rants over on LinkedIn (I mean, highly insightful fundraising critiques), you’ll know I’ve been on a bit of a roll about what NOT to do if you actually want to raise more money.

  • Rebranding? Be careful.
  • New name or new logo? Be incredibly careful.
  • Chasing after indebted Millennials and expecting them to donate their lunch money? Good luck with that.

As my Gen Alpha daughter would say, all these strategies are pretty sus – unless, of course, they’re handled by a top-tier fundraising agency (and not one of those weird hybrid setups that are trying to do everything but master none of it). Because as we all know at heart – most of them are likely to succeed in one thing – tanking your income.

But you know what will actually increase your income? Great direct mail.

Some people act like direct mail is as outdated as a fax machine, but the truth is, it’s an art form. A skill. A craft that far too few fundraisers have actually mastered.

Enter: Alan Wagner.

Alan isn’t just good at direct mail—he’s legendary. He is so good at it that people literally pay him just to receive his DM packs. That’s right - while some fundraisers struggle to get donors to open an appeal, Alan has people sending him money just for the privilege of reading his work. And his packs are hilarious!

Let’s talk about one of his latest masterpieces - a thank-you mailing for the fictional Brooklyn General Hospital.

Though it's very funny, take a look at the techniques Alan uses – It's a mini-masterclass in Direct Mail.

First, the outer envelope – it’s not some bland, anonymous thing that screams 'junk mail.' Nope. It features a photo and name of a real-life beneficiary - Rodney S. The message? Rodney is alive today because of the donor’s generosity. Not just a generic “thank you,” but a direct acknowledgment of what the donor did. Personal. Powerful. Perfect...

Open it up, and inside is a thank-you card. Not just any thank-you card - one with a giant photo of Rodney. And guess what – when you open the card, it plays a recorded message from Rodney himself, thanking the donor. That’s next-level gratitude.

Flip it over, and there’s a handwritten message from Rodney’s dad, thanking the donor again. Because when someone saves your child’s life, one “thank you” isn’t enough.

And just when you think it’s over, there’s a donor-get-donor message, inviting the recipient to bring their friends into the fold. Smart. Strategic. Seamless.

It’s genius.

Since subscribing to Alan’s Patreon, I’ve learned so much—and if you’re even remotely involved in fundraising, you should too. His details are in the comments. And a big shoutout to fellow Bluefrogger, James Waring, for putting me onto Alan’s work. It's boosted my faith in great DM.

So, next time you’re thinking about refreshing your brand to 'engage those sought after Millennials' maybe consider this instead: Find yourself an Alan Wagner. Your donors (and your bank account) will thank you.