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How the Brady Campaign Uses Anger to Inspire Action

August 19, 2014 By Peggy Hatch
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Jim Brady, the former press secretary to Ronald Reagan, died Aug. 4, 33 years after he was shot in an attempted assassination of the president.

Having suffered a severe brain injury, no one would have blamed Jim and his wife Sarah if they had chosen to live out of the rest of their lives in quiet comfort. But instead, they worked tirelessly for gun reform. They founded the Brady Campaign to Prevent Gun Violence, whose major achievement was to pass The Brady Handgun Violence Prevention Act requiring federal background checks on gun purchases.

Recently, a direct mail appeal came across my desk from the Brady Campaign. The full-color envelope stood out on my desk, featuring an image of a candlelight vigil. Contained within, the 2-page letter was signed by the Brady Campaign's President Dan Gross and featured a story about the 2014 Santa Barbara shootings. The mailing also included a full-color lift note from Sandy Phillips, mother of one of the victims from the 2012 Aurora, Col. movie theater shooting.

However, while this piece is a good effort, I feel that nothing can compare to the powerful, dramatic, and honest words of Jim Brady himself in the long time Grand Control mailing featured in "The Secrets of Emotional Hot-Button Copywriting."

The copy driver is anger. Here are some passages:

"Dear Friend:

"I'm sitting here in my wheelchair today, trying to control my anger, but without much success.

"More than thirty years after the assassination attempt on President Reagan left me confined to a wheelchair, dozens of other lives have been affected by other catastrophic and unnecessary shootings in Aurora, Colorado and Oak Creek, Wisconsin.

"And still our leaders do nothing to close the legal loopholes ...

This personal, heartfelt 4-page letter also is well designed with short sentences, indented paragraphs, and underlines to help the reader along and drive them to take action by signing a petition and making a donation.

To view this letter, either log into your Who's Mailing What! account, or shoot me an email and I'll send you a PDF of the letter with my compliments.

Peggy Hatch  is the president and publishing director of Direct Marketing IQ and Who's Mailing What! Reach her at phatch@napco.com.

 

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<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

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Available as a PDF.<BR> <BR>In these challenging economic times, get access to powerful statistical evidence to fortify your decisions and justify your expenditures! <BR><BR><EM>The Power of Direct Marketing</EM> provides top-line comprehensive analyses and forecasts from the DMA/Global Insight economic model on the impact of direct marketing across all industries and sectors of the economy.<BR> <BR>Emphasis on Short-Term Forecasts! Recognizing that many businesses need to plan for the coming year, included are next-year forecasts, as well as current year data, five-year forecasts and historical context going back one year and five years. <BR><BR>Access the latest top-line data, highlighting: 
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Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

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