Internet Creative: Think Old, Not New
As an eternal “thank you,” the donors' portraits and coats of arms were included in the stained glass windows, where you can see them today. (Click on two of the Chartres windows in the mediaplayer at right.)
The Crystal Cathedral, Garden Grove, Calif., 1980
In the mid-1970s, we lived next door to a couple who regularly watched the Rev. Robert Schuller’s “Hour of Power,” a Sunday morning televangelism program that reached all 50 states. One day, my neighbor showed me a handsome inscribed Plexiglas memento. It was a “thank you” from Dr. Schuller’s organization for the gift of a window for the Crystal Cathedral—the Philip Johnson’s architectural wonder— that the Schullers were building.
Like Chartres, when the Crystal Cathedral was dedicated in 1980, each of the 10,664 windows, the struts that support the windows and the 2,800 seats were all inscribed with the names of the donors.
What worked at Chartres, worked in Garden Grove, Calif. 800 years later.
(Actually what triggered this column was news that the Crystal Cathedral is in bankruptcy, with the Schuller family embroiled in an unseemly and juicy internecine family power struggle over succession. See the link below.)
Writing for the Web
When writing for the Internet—or any other direct marketing medium—two elements must be considered:
1. Reaching the right person. Direct mail is dependent on choosing the right lists. Off-the-page advertising means running your ad in a newspaper or magazine most likely read by the logical prospects. On the Internet, email lists and/or the intricate science of SEO/SEM and meta keyword tags are needed. Whatever the medium, prospect acquisition is the purview of the technical wizards.
2. Creating the right offer and message. Once the prospects are found, the next challenge is to craft the right message that persuades them to order, donate or inquire.