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CLIENT: Harvard Medical - Friends of Harvard Medicine
PROJECT: Acquisition Letter
OBJECTIVE: Acquire new donors; backend premium offer
Opened with a promise of exclusivity. The following copy shows that their gift is more than a donation . . . it's a way to make a significant and lasting impact on mankind.
The letter didn't use any heavy medical jargon. More details and complex info on the research was found in the brochure.
Four famous examples of breakthrough research were shared that past donations funded; plus the areas they're currently researching and how we'll all live better lives from it.
The backend premium was a hardcover reference manual - the Harvard Medical School Family Health Guide. The donor received this for a gift of $150 or more. |
