Two kinds of charity raise money in this country no matter how inept they may be. Those devoted to cancer, and those devoted to animals.
I wonder how this will do? I think it is appalling. What about you? If a writer cannot find anything to say that is even vaguely involving about saving lives, what hope is there for people selling ordinary stuff?
And on that topic, in the weird and wacky world inhabited by those who give each other awards for things like Best Fart of the Week, I see that Tesco’s Finest Pizza is winner of Manufactured Pizza Product of the Year – Indulgent Category.
Mankind cannot aspire much higher than that.
I have to be honest, I quite like it. I think it gets me into the envelope and I find it refreshingly honest. I can tell that it will be a cash/upgrade message about a particular type of science. It would have to work pretty bloody hard on the inside though.
Though having just typed that, the word 'dull' is so pejorative. And I'm not sure that's really what they meant. It could have been more grown up while retaining the insight they are working with.
Saving lives is a big message. But if this is a donor mailing, it has been said time and time again. I think after a while you need to shake things up a bit
Heck, at least it has an opinion. I commend the client for that.
I have no idea what the results were, but have two questions:
Are you a prospect? The person who received it was; their reaction was the same as mine. And having had two close family members die of cancer, I guess I might be more than averagely interested.Have you written a lot of copy for charities? I have – for more than I care to contemplate. I have found that if you do not touch the heart you will not open the wallet.
Q1: If someone finds this subject “extremely dull”, are they likely to donate?
Q2: Why on earth would they send copy that's “extremely dull” in the first place? Excite me about the breakthroughs in prevention and cure. Engage me emotionally about the way you alleviate suffering, or help people have more dignity in their final months.
But don't bore me.
So, I agree with Drayton. It seems like a dumb move.
Q1. I am not a prospect, no. I am a donor. I assumed it was a donor mailing, as a I mentioned in my reply. For a donor it might have been enough for me to engage with the science details that inevitably follow – I know these rational details perform very well in terms of upgrade.
Sorry to hear you have lost people to the disease. I am 35 and have watched cancer take my parents. So I'm not without empathy for the subject.Q2. I have indeed written a lot of copy for charities. A hell of a lot! Not as much as you, but still, bin loads. In fact, I have a kind letter from you complimenting me on one piece.If it is a prospect piece, then I share your cynicism. You do need to touch the heart. Whether you have to do that from the outset, I don't know. What I do know is that get it wrong with the audience on a subject like this and you will anger them. That said, I have seen levels of public outrage be commensurate with levels of response. Though, I grant you, that was with less personal subjectsLike you, I would like to know the results. I'd also be keen to know what direction the pack took upon opening. It might be possible that this is a successful upgrade pack being rolled out cold. Or not, I don't know. I find it interesting either way.
First tell me what the response was. Then I will tell you how it did.
It's the result of a 5 minute 'creative' brainstorm titled 'how can we make this a bit wacky to try and get some cut through', but it's not been thought through very well.
EITHER the Cancer Research logo and Race For Life strapline should go on the outer, OR the 'Caution – dull' teaser.
The teaser only works if you don't know what's going to be inside. Even then it's a bit passe, and might need some supporting design to make it work. But putting the Cancer Research flag on the outside too, makes the teaser completely redundant.
To 'non-givers' the teaser simply gives them an extra incentive to throw it in the bin. To 'givers' it's a bit insulting, so you may lose all of them.
All in all a pretty superficial idea, appallingly executed.
I swear I broke some of those paragraphs up!
I have seen the mailing. Fairly average.