Two Cancer Charities Using Direct Mail Very Differently
The fight among fundraisers for donor dollars is real, especially among cancer charities that take many different routes to getting attention and then gifts from prospects. Take Susan G. Komen for the Cure and Memorial Sloan-Kettering Cancer Center, for example, and two of their prominent direct mail "controls" (mailings that are repeated in the mailstream and are considered successful — go to www.whosmailingwhat.com to find out how to study these mailings).
See the slideshow below to see very different — and often opposing — tactics in action for their direct mail. But first it must be acknowledged that they share one major tactic: Using FEAR as a "copy driver."
As marketing author Denny Hatch wrote about in "The Secrets of Emotional, Hot-Button Copywriting," there are seven major copy drivers that can get people to change their behavior ... and order a product, donate to a cause or send for more information.
Swedish entrepreneur Axel Andersson and Seattle marketing agency founder Bob Hacker, identified these seven:
Look at fundraising mail as a whole, for example, and you'll routinely see the top four on display not only in the letter, but on the outer envelope, reply form, lift letter and more.
See the slideshow below to see how Susan G. Komen For the Cure vs. Memorial Sloan-Kettering Cancer Center used fear similarly ... yet went it different directions for other parts of their mail pieces. Tell me in the comment section below which one you think does a better job on getting a prospective donor to give.
Ethan Boldt is the chief content officer of Direct Marketing IQ, where you can study mailings at the most complete and fully searchable online library of direct mail and email in the world. Reach him at firstname.lastname@example.org.