Cover Story: Food for Lucinia
It probably also helps that Food for the Poor's DRTV is very on-brand—viewers see the starving, suffering children the charity is trying to help. It seems Food for the Poor is taking Russ Reid's advice—don't be afraid to make your prospects cry.
"No mother should have to live with the constant fear that her children might die," intones the narrator as a visibly depressed, worried Guirlene holds a sleeping Lucinia. "No child should have to suffer like this. There are thousands of children just like them whose lives are in danger right now. All it takes is a simple act of compassion to save them."
Now just Rosaline stares into the camera lens and, in the online version, the screen fades to black as the FoodForThePoor.org URL pops up, just above an ever-present donation button that reads "Become an Angel." That button leads to a landing page with a donation form.
How to Donate
Aloma knows Food for the Poor's donors don't always follow prescribed methods of reaching his organization. The television program directs viewers to donate by calling a traceable phone number, such as (800) 487-1158, or clicking on FoodForThePoor.org/Angels. That landing page is the donation form.
He and Hunter agree many prospects will, instead, use search engines to find the organization's site, then hunt through the home page to find the donation form. Aloma says that's why Ladd's image and the words "Angels of the Poor: Become an Angel" are so prominent there. Visitors who click on those displays land on a page bearing another likeness of Ladd, two donation buttons and two lines of hyperlinked text that lead to the donation form. "So whomever comes on the Web," he says, "from the very first moment they come on, they know that that's where they need to go to donate for that program."