Variable versus Version
Some segments should get very different messaging and different letter versions would be best used. Donor and non-donor versions are popular with the nonprofit organizations we work with, since one group is familiar with your mission, and one isn’t. You’d talk to your donors with more familiarity and less background of your organization, while with non-donors, giving background would be helpful.
Letter version example: Donor and Non-donor (click on the picture to download the PDF)
Within the versions, there may also be different groups that require slightly varied wording based on their relationship to you. By using a variable sentence, you can:
ask one segment for a second gift,
ask a LYBUNT for a renewed gift,
and ask a prospect for a first-time gift.
For example, current donors would get a sentence with “as a generous donor” and “thank you for your gift this year”, while lapsed donors would get something like “as a past donor” and “thank you for gifts in the past.”
Letter variable example: Donor and Non-donor (click on the picture to download the PDF)