I got this lovely email from World Animal Protection (WAP).
It worked on me. BUT generally, humour is risky in charity direct marketing.
I think this is for a few reasons:
- Not everyone gets the joke!
- Making light of your serious cause needs to be considered carefully: brand implications, offending the people you are trying to help
- What you think is funny, often isn’t
- Humour and laughing are not the emotional reactions known to encourage people to give. A letter that makes someone cry is much more likely to elicit a reaction. Unfortunately, we charities have a lot of case studies that do that – including WAP.
I do think WAP will do well out of this. Clear offer, and nice ask and they likely know their donors.
Here is the intro…
And the puns / offer…
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