Is your "Johnson Box" talking to the wrong person?

 Lead your fundraising message with what YOUR reader can do, not what other donors have done.

 Check out this Johnson Box from a recent appeal I received in the mail:

Refresher: A Johnson Box is that eye-catching text at the top of a direct mail letter (sometimes highlighted or boxed) that delivers your key message before the salutation. Think of it as your letter's headline.

Do you spot the issue with this one?

They're leading with "Thanks to our generous partners..."

Here's the thing: When someone opens your appeal letter, they need to immediately see what THEIR opportunity is -- not read about what other donors already did.

The top of your letter is prime real estate. Use it to grab your reader with what they can accomplish. For example:

Your gift will go 3X as far today with matching funds!

...hits harder than...

Thanks to our generous partners, your gift will go 3X as far!

See the difference? The second one isn't terrible. It has the matching opportunity. But it leads with someone else instead of the reader. Those five words at the beginning dilute your most powerful message.

(If you need to mention who provided the matching funds, save it for one mention inside the letter.)

Remember: everyone in your fundraising ecosystem matters, but know your audience for each specific piece. In an appeal letter, that's the person holding it. ❤️ 

Small placement decisions... big impact on your reader. 📬