DOROT's Objective: Think Like the Donor
After eight years of mailing the same letter with the same elderly woman calling out to donors for assistance, recipients mused, “Haven’t we helped this lady already?”
The Johnson box of the letter now contains three testimonials from elders who’ve been served by DOROT’s program:
“Since I broke my hip, I’m trapped at home — it’s impossible for me to shop or cook for myself.” — Estelle G., 87
“I’m afraid to go out because I don’t see so well anymore.” — Ruth P., 94
“My wife died three years ago — I feel so alone now.” … Harry N., 79
Sukol’s opening passage begins by sharing with prospective donors the remarkable impact DOROT has on needy Jewish elderly.
“ … When their hands are too crippled from arthritis to make a healthy meal, they subsist on cold cereal. … I’m sharing their words with you today to let you know the plight of thousands of homebound Jewish elders living in our community and to tell you how DOROT cares for them with support from people like you. …”
Sukol goes on to explain exactly what a specific donation amount would provide to a Jewish elder, and even employs two postscripts to push response:
“P.S. To designate how many kosher meals you would like to sponsor, please complete the enclosed meal coupon and return it with your contribution. As a token of my thanks, you will begin receiving our newsletter, Generations.
“P.P.S. If you know of anyone who needs DOROT’s services, please call us at 212.769.2850 Monday through Friday between 9:30 a.m. and 12:30 p.m. and ask for the intake social worker.”
The donor form
While the revamped letter could be credited, at least partially, for lifting response, the crux of the package is the perforated meal coupons attached to the donor form.