A Brand That Wears Boots

Cal Farley is long gone. He died in 1967. Yet the simple black-and-white photo Dan closed with nailed it for me. It pictured an older woman opening envelopes. Turns out, it was Cal’s daughter Genie. She’s been processing the checks sent in by donors for decades. Talk about tying your history to your present. This rustic photo screamed authenticity, credibility, commitment, tradition and continuing compassion. And what an unspoken promise! Cal’s daughter is going to open the gift envelope I send to the ranch. For me, and I suspect for most donors, that’s seen as an added bonus for supporting the Ranch.

Deep roots are what make the story of Cal Farley’s Boys Ranch so engaging and memorable. Picture it: a little boy sitting on the back of a pony on the Texas prairie, happy, content and oozing of “just plain good.” What part of that don’t you want to support?

Ultimate success in fundraising comes from a great story told in a compelling way with a simple, clear, quantifiable offer. Make the recipient say, “I can do that!” and “I want to do that!”

Thanks, Dan, for reminding me of the importance of deep roots and a brand that wears boots.

Robert. Zawoysky is executive creative director at Masterworks (masterworks.com). Reach him at RZawoysky@masterworks.com