hey … these appeals got even the most seasoned …€¦ · 8/4/2017 1 #bridge17 hey … these...
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HEY … THESE APPEALS GOTEVEN THE MOST SEASONED
DIRECT MARKETERS TO REACT! JULIE DIXON, VP CREATIVE, CDR FUNDRAISING GROUP
SHERRI MAYER, SVP CREATIVE, THD, INC.
MARY DELBUONO, COPY DIRECTOR
INTERNATIONAL FUND FOR ANIMAL WELFARE
… NOW SENIOR COPYWRITER AT THD, INC.
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CREATIVE …A fresh perspective is always good!
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CREATIVE …A fresh perspective is always good!
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USE HUMOR
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USE PHOTOS
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A mix of cutenessand need
creates empathy
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A dramatic photo and an oversized format
combine for maximum impact
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How far … is too far?
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Is this too far?
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What about this?
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Which is best for fundraising –happy faces or sad faces?
Survey says … BOTH!
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More involved ….
- Donates regularly to nonprofits- Volunteers or participates - Cares in general
… responds to happy
Less involved ….
- Doesn’t give as often- Has less connection
… responds to sad
Taken from: The Effects of the Facial Expression of Beneficiaries in Charity Appeals and Psychological Involvement on Donation IntentionsFirst published: 17 March 2017
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MAKE IT PERSONAL
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Imperfections make it more real
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KNOW YOUR TARGET AUDIENCE
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Here is my office …
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Here is my mail:
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#BRIDGE17This is when you donated
The Story of a Donation
This is how your donation will work
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This is where
your gift is going
This is what it looks like
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BE BOLD
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We have nothing against likes, but vaccines cost money. Please buy a polio vaccine at unicef.se
It will only cost you $4, but will save the lives of 12 children.
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You made me look …
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You definitely made me look …
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A STRONG OFFER
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A strong offer … or ten
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Combine offers for maximum impact
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YOU are the “real” Santa who saves Christmas
for children in need.
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Emotion, plus tangible offer to
build a doghouse
And a doghouse ornament!
I’ll never forget the day we met
Layla …
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Problem
Solution
CTA: Be a Christmas Angel. Help build a warm doghouse for a suffering outdoor dog.
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TECHNIQUE
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Intrigue … piques the recipient’s interest
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An oldie but goodie …
URGENCY!
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The faux FedEx
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Use subject lines that get your email opened
Just emojis …From: The Everytown Store
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A few more attention-getting subject lines:
* Fight for the Future ** Special Olympics
Tyler Hall ** Millions have watched this video Fri 7/14/2017
Humane Society of the United States Julie = Lifesaver Mon 5/15/2017
National Trust for Historic Preservation How Cheese Is Saving Places Thu 4/6/2017
MADD (Mothers Against Drunk Drivers) Year-End Series
Joshua Jahn PART 1: I met a girl with blue eyes Mon 12/5/2016
Joshua Jahn, a drunk driving victim PART 2: You’re my hero, I told my son Mon 12/12/2016
Joshua Jahn, a drunk driving victim PART 3: The daughter I didn’t know Sat 12/17/2016
Joshua Jahn, a drunk driving victim PART 4: Christmas is the hardest Wed 12/21/2016
Joshua Jahn, a drunk driving victim PART 5: The crash Tue 12/27/2016
Josh at FFTF * Freaking Out Wed 7/12/2017
FROM SUBJECT DATE
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EMOTION
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Emotional photo and teaser
Deadline
Add a sense of urgency
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Emotional story Captions on photographs
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Say what?
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Tell me a story
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GRATITUDE
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Show me how I made an impact
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Give me something MEANINGFUL
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Make me feel good about giving
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Make me feel like I’m the hero of the story
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1. Use photos
2. Make it personal
3. Know your audience
4. Be bold
5. Use a strong offer
6. Engage with emotion
7. Show gratitude
TOP TAKE AWAYS FOR YOU
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Don’t forget to visit the Solutions Showcase!
THANK YOU!Julie Dixon
Vice President
Creative Services
CDR Fundraising Group
Sherri MayerSenior Vice President
Creative Services
THD, Inc.
Mary DelBuonoSenior Copywriter
Creative Services
THD, Inc.