13. Rational
tio nal
E mo
Switch - Chip & Dan Heath
The Happiness Hypothesis â Jonathan Haidt
14.
15. !"#$%&'()*#+'
,(-.%/'*//(0/"1%.2
âWhen people ask me what difference
345
6&."7&."(,588
5;<=,<>=55 a donation can make, I reply that
4/&*([*2()*#+'G donations to Starship transform lives.
D%/'(@/#@E/(&27(C/(+%&.(F"99/*/'?/(&(F#'&."#'(?&'(C&7/G(H(*/@EI(.%&.(F#'&."#'2(.#(!.&*2%"@(.*&'29#*C(E"J/2K(L&*/'.2(
%&J/(.#EF(C/(+".%(./&*2("'(.%/"*(/I/2(+%&.(".(C/&'2(.#(7'#+(.%/"*(?%"EF("2(*/?/"J"'1(.%/($/2.(@#22"$E/(?&*/(&.(!.&*2%"@K(
Parents have told me with tears in
-'F($/%"'F(/J/*I(#'/(#9(.%/2/(?%"EF*/'(.%/*/(&*/(?#C@&22"#'&./(@/#@E/(E"7/(I#B(F/F"?&./F(.#(%/E@"'1K(M%&'7(I#BK
their eyes what it means to know their
N#B*(F#'&."#'(+"EE(%/E@(!.&*2%"@(2B@@#*.(?%"EF*/'(&'F(.%/"*(9&C"E"/2(&.(.%/"*(C#C/'.(#9(1*/&./2.('//FK((H.("2(&.(.%/2/(
C#C/'.2G(+%/'(&(?%"EFO2(E"9/(?&'(%&'1("'(.%/($&E&'?/G(.%&.(I#B*(F#'&."#'($/?#C/2(.*BEI(.*&'29#*C&."#'&EK(
child is receiving the best possible care
H(%&J/(2//'(%#+(&(2/*"#B2EI("EE(?%"EF(?&'(9&?/("'?*/F"$E/(2".B&."#'2(+".%(&(C&.B*".I(+/EE($/I#'F(.%/"*(I/&*2K(M%/2/(
at Starship.
?%"EF*/'(?&'(/P%"$".(&'("'2@"*&."#'&E(&$"E".I(.#(?&**I(#'(+".%(&(2C"E/(&'F(&'(&C&Q"'1EI(@#2"."J/(RE"J/(E"9/O(&..".BF/K(
)B.(&(@#2"."J/(&..".BF/(&E#'/("2'O.(/'#B1%(.#(1/.(.%*#B1%(&(E"9/(.%*/&./'"'1(C/F"?&E(?%&EE/'1/(S(I#B*(F#'&."#'(C/&'2(A/+(
T/&E&'F(?%"EF*/'(%&J/(&(+#*EF(?E&22(9&?"E".I(.#(1"J/(.%/C(.%/($/2.(@#22"$E/(%#@/(9#*(&(9BEE(&'F(%&@@I(E"9/K(M%"2("2(.%/(7"'F(
#9(?&*/(H($/E"/J/(/J/*I(?%"EF(F/2/*J/2K And behind every one of these
N#B(?&'(7//@(B@(.#(F&./(+".%(2#C/(#9(.%/(2B??/22(2.#*"/2(I#B*(1"9.(%&2(C&F/(@#22"$E/($I(J"2"."'1(
+++K2.&*2%"@K#*1K'Q<9#B'F&."#'G(#*("9(I#B(%&J/(&'I(UB/2."#'2G(@E/&2/(?&EE(#'(=V(,=8(WVX8K
children there are compassionate
M%&'7(I#B(&1&"'(9#*(1"J"'1(JBE'/*&$E/(I#B'1(?%"EF*/'(.%/($/2.(@#22"$E/(?%&'?/(&.(E"9/K people like you dedicated to helping.
)/2.(+"2%/2G
Your donation will help Starship
)*&F(YE&*7 support children and their families at
their moment of greatest need. It is at
Y%"/9(ZP/?B."J/
these moments, when a childâs life can
hang in the balance, that your
3/?/"@.(ABC$/*: !'()$()
%&'()*&'+,-.-*/-0+1*)2+)2('34+5,&67
!"#$%&'()*#+'
donation becomes truly
4#'&."#'(#9: !"#$##
,(-.%/'*//(0/"1%.2
345 transformational.â
4&./: !"#$%#&$!! 6&."7&."(,588
16. Old Brain New Brain
Emotional Rational
Automatic Reflective
Elephant Rider
17.
18.
19. The Six âOld Brainâ Stimuli
1. Self-Centred 6. Emotions
2. Contrast 5. Visual Stimuli
3. Tangible Input 4. Beginning & End
22. âYouâ or âYourâ is repeated
14 times on Page 1
(and donorâs name appears four times)
Visual stimulus
Articulation of need
Introduces story...
Thanks donor and
demonstrates impact
24. Diagnose the Differentiate your Demonstrate the
PAIN CLAIM GAIN
What is the need? Why is your organisation How are you going to
Why is this a problem for your best placed to make things better?
supporter? address the need? And why does this matter
to your supporter?
Deliver to the
OLD BRAIN
40. âP.S. As a token of our
appreciation for your gift,
we will add your name to
our supporter dedication
wall which will be featured
on the real Rainbow
Warrior. Your name will
stand alongside others
from around the world who
are prepared to contribute
to a greener world.â
41.
42.
43.
44. The Mother Teresa Principle
If I look at the mass, I will never act.
If I look at the one, I will.
67. ⣠Never use a metaphor, simile or other
ïŹgure of speech which you are used to
seeing in print.
⣠Never use a long word when a short one
will do.
⣠If it is possible to cut a word out, always
cut it out.
Geroge Orwell ⣠Never use the passive where you can use
the active.
Politics and the
English Language ⣠Never use a foreign phrase, a scientiïŹc
(1946) word or a jargon word if you can think of
an everyday English equivalent.
⣠Break any of these rules sooner than say
anything outright barbarous.
79. Helpline Number
1800 341 900
Clear, tangible, early ask
in standfirst
Content warning
Starts telling the storyâŠ
(visual descriptions)
Emotion
Detail (credibility)
Letter mentions âyouâ,
âyourâ or âyourself â 11
times on first page.
80. âyouâ / âyourâ
mentioned a further 8
times here
Need emphasised
Deadline to build
urgency
Specific ask linked to
benefits
Personal testimony to
build credibility
84. Data capture at top
Helpline Number
1800 341 900
Prominent reference to
âŹ250 tax efficient giving
level
Repeat of call to action
from Margaret
85. The ResultsâŠ
New donors recruited: 196 (30% ahead of target)
(36% more than 2009)
Average Gift: âŹ141 (Increase of 67% on 2009)
Net cost per acquisition: âŹ0 (down from âŹ121 in 2009)
86. What you need to know
about direct response copy
⣠Long copy almost always beats short copy
⣠Use âIâ and âYouâ but mostly âYouâ
⣠Use active rather than passive language
⣠Keep and language simple, the sentences
short
the
avoid jargon like the plague
87. What you need to know
about direct response copy
⣠Make it sounds like someone is taking
⣠Appeal on the basis of beneïŹts, not needs
(or features)
⣠Tell(make a gift of âŹ25; email your localthem to
do
people exactly what you want
TD)...
⣠... And make it as easy as possible for them
to do it.
88. What you need to know
about direct response copy
⣠You can drive up response by using...
- urgency
- deadlines
- targets
89. What you need to know
about direct response copy
⣠Tell stories
⣠Use emotion
⣠Make it personal
⣠PS: Always include a PS - itâs usually read
ïŹrst and most often
90. Make it easy to read
⣠Use a large font (12pt or larger) and a serif
typeface
⣠Indent paragraphs and vary their length
⣠Break up the text images, handwritten notes
underline, italics,
with sub-heads, bold,
91. Make it easy to respond
⣠Be clear what youâre looking for
⣠Large donation forms and plenty of room
to write
⣠Make forms easy to negotiate