In today's economic climate, when a constituent must tighten her belt, it may be hard for her to conceive that a reduced or small donation will even make an impact. While many fundraising direct mail packages include copy to combat this worry, saying, "Every dollar counts," or show charts indicating what each dollar amount equates to in relief, a recent mailing from the Council of Indian Nations (CIN) takes this approach one step further.
In its recent April control mailing, sent to prospective and prior donors, CIN spot-glues a penny and a dime into the middle of its letter to illustrate the power of each donation and provoke empathy between constituents and benefactors. The package arrives in an official-looking #10 with a window and includes a double-sided letter with the reply perfed to the top, a buckslip and a BRE.
Throughout the package, the enclosed 11 cents is equated to "a serving of food for a hungry Native American." In a strong P.S., arguably one of the most-read sections of a letter, the persuasive copy reads, "You can help us create a miracle for a hungry Native American for less than eleven cents a serving! Think about that the next time you pay $1.00 for a soft drink or a cup of coffee!"
"When a donor sees that a serving of food can cost just 11 cents, for one thing that's just good stewardship, but it also makes it clear to the donor that any size donation can go a long way to help," comments Helen Oliff, public relations manager for National Relief Charities, the parent organization that runs eight regional programs, serving 75 reservations year-round, and is responsible for CIN's fundraising.
The 11 cents theme is echoed on the reply card, where each ask amount is shown in dollars and corresponding food servings. For example, a $10 donation secures 91 servings of food. "We do think that the response card echoing that does help drive the message home ... relating 11 cents to a serving helps the donor relate the serving to the recipient ... It brings that donor closer to the recipient," Oliff details (Archive code #606-637395-0905).