CLIENT: National Audubon Society
PROJECT: Acquisition Letter
OBJECTIVE: Acquire new donors at a minimum gift value
This "test" acquisition letter proved successful for the National Audubon Society.
The letter opens with an imaginary story which is referred back to through-out the letter . . . including on the reply device.
I infused more emotion and a different style while still maintaining the professional image of the Society. Emotion and human-based stories are critical to strong fundraising.
And the emotion does not always have to be heart-breaking or tear-jerking to capture the reader's heart and trigger their giving spirit.