Bring the Message Home
This mailing from the American Institute for Cancer Research is a reminder annual-fund mailing sent to previous donors who didn’t respond to the organization’s initial appeal. The mailing includes just a reply device, letter and BRE. The letter is brief, with AICR letterhead at the top, a list of six diet and health guidelines for cancer prevention -- giving an example of AICR’s research and education mission -- and an ask summed up in four short paragraphs and the P.S.
The letter’s tone conveys surprise that the recipient has not yet donated to the annual fund -- “Our records indicate you have not yet sent your 2006 Reston area contribution for cancer research and education.” It’s unclear in the mailing whether giving as a “Reston area” contributor means the funds will go to help those specifically in Reston, Va., as the BRE is addressed to go to AICR’s headquarters in Washington, D.C. But personalizing the letter and calling out the recipients’ locality brings the organization’s mission and need closer to home. The letter’s copy attempts to ignite a grassroots, we’re-all-in-this-together feel as it continues in the second paragraph: “Your support, as well as the support of your friends and neighbors in the Reston area, has enabled us to commit more than $77 million …”
The letter also includes a personalized yellow Post-It note affixed at the top, to the right of the organization’s letterhead, that reads: “Mr. XXX, We will be telephoning many of our donors in the Reston area who have not renewed their support for 2006. A contribution at this time may save us the cost of a phone call.” The Post-It carries a powerful message to past donors who have clearly demonstrated a commitment to AICR’s cause: Don’t make us waste more money trying to contact you to get funds to support our worthy mission.