Loving and Punning on Valentines Day

Loving and Punning on Valentines Day

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…

And if you love someone and want to share, you can do so here!

If you would like to get some more great stories like this, Sign Up for more like this at http://bit.ly/sent-to-me and be sure to share the love around socially.

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