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This past year began a new chapter in my family’s life: We became child sponsors. My wife and I decided that when our daughter was old enough to understand the concept, we would engage her in the process of choosing a needy child to sponsor.
But when I told Lauren, 11, her enthusiastic response caught me off guard: “Daddy, you mean, just like how Grandpa and Grandma sponsor a child?”
“Yes,” I said.
“And we can send her pictures of us and letters?”
“Yes!”
Then I told her that one day, perhaps we could even visit her in her country.
“She’ll be like a little sister to me!” she exclaimed.
So we went to our chosen child-sponsorship organization’s Web site. Lauren eagerly began scrolling through children from around the world. Suddenly she found her. A 4-year-old girl named Brenda from El Salvador.
“Daddy, it says she likes to play with dolls, and I like dolls too! Can we send Brenda a new doll for Christmas?”
With Lauren eagerly watching, I entered my credit card information.
“Daddy, she’s going to be so happy when she finds out that we’re her sponsors, won’t she?!”
I was amazed as I listened to Lauren reflect on the sponsorship transaction.
“Do you think she’ll find out today?”
“Well, probably not today — but very soon, I’m sure.”
Lauren couldn’t help but tell friends and family. She said she felt so good about our choice and couldn’t wait to get more information about little Brenda.
The next day, the first thing out of her mouth was: “Do you think they’ll tell Brenda today? Are we going to get our packet of information today?”
After answering her questions as best I could, I began to think about the donor experience from my daughter’s perspective, and here’s what I learned.
Head and heart
The offer of $28 a month to help provide food, clothing, healthy living and education might be a rational offer that provides great value for investment, but what connected my daughter was the sympathetic link to Brenda — they both love dolls!
In direct-response marketing, the offer might be “king,” but that offer must tie into a donor’s deeply held values. To get to those values, you have to go through the heart. We do that by first knowing who our donors are and then crafting donor-focused creative that reaches into their souls.
But when I told Lauren, 11, her enthusiastic response caught me off guard: “Daddy, you mean, just like how Grandpa and Grandma sponsor a child?”
“Yes,” I said.
“And we can send her pictures of us and letters?”
“Yes!”
Then I told her that one day, perhaps we could even visit her in her country.
“She’ll be like a little sister to me!” she exclaimed.
So we went to our chosen child-sponsorship organization’s Web site. Lauren eagerly began scrolling through children from around the world. Suddenly she found her. A 4-year-old girl named Brenda from El Salvador.
“Daddy, it says she likes to play with dolls, and I like dolls too! Can we send Brenda a new doll for Christmas?”
With Lauren eagerly watching, I entered my credit card information.
“Daddy, she’s going to be so happy when she finds out that we’re her sponsors, won’t she?!”
I was amazed as I listened to Lauren reflect on the sponsorship transaction.
“Do you think she’ll find out today?”
“Well, probably not today — but very soon, I’m sure.”
Lauren couldn’t help but tell friends and family. She said she felt so good about our choice and couldn’t wait to get more information about little Brenda.
The next day, the first thing out of her mouth was: “Do you think they’ll tell Brenda today? Are we going to get our packet of information today?”
After answering her questions as best I could, I began to think about the donor experience from my daughter’s perspective, and here’s what I learned.
Head and heart
The offer of $28 a month to help provide food, clothing, healthy living and education might be a rational offer that provides great value for investment, but what connected my daughter was the sympathetic link to Brenda — they both love dolls!
In direct-response marketing, the offer might be “king,” but that offer must tie into a donor’s deeply held values. To get to those values, you have to go through the heart. We do that by first knowing who our donors are and then crafting donor-focused creative that reaches into their souls.
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Hitting the Email Inbox
Email Marketing that Works (2nd Edition)
