January 19, 2011
It’s a Pen. Right There. Just a Pen!
Do direct mailers ever conduct focus groups through which people reveal their thoughts about a piece of mail? If so, here’s my stream-of-consciousness reaction to a recent fundraising appeal.
The box sat on my counter for 10 minutes while I opened the rest of my mail. I didn’t put it into the “toss” pile because I could see a pen looking at me through clear plastic. A sort of Montblanc look-alike, from what I could tell. Black and gold.
The box kept staring at me, all lit up with its yellow-marker ink color. I couldn’t help noticing the teaser copy: “The free must remember the oppressed.” No argument there. What really got my eye, though, was the pen.
I wanted to throw the package away, but I couldn’t. It just didn’t feel right. A little annoyed, I separated the inner yellow box from the outer yellow box and retrieved my gift.
In the process, I noticed that the package was arranged so that the response card was on top. I calculated that I could both pay for the gift (relieve my conscience) and “remember the oppressed” for only $20. Suddenly I was curious. Who were the oppressed?
The letter explained that these were “prisoners of conscience and others threatened with torture or death.” I learned that I also could mail back a “Message of Hope” card printed in multiple languages that would be “forwarded to a prisoner who is facing torture.” The handwritten message said, “Do not be discouraged. You are not forgotten.”
Honestly, I don’t think that card will ever reach anyone. Not for lack of trying, but because prisoners facing torture don’t get much respect or much relief. Still – like voting in an election you already know is lost – I figured I needed to send the money anyway. It was the only voice I have and I’m grateful for it.
Thank you, Dear Fundraiser.
