The Same Old Santa
In my 50 years of writing fundraising copy I’ve yet to hear of a donor saying, “Hey, that’s the same appeal you sent me last year!”
Yet too many fundraisers worry (often out loud and in endless meetings) and drive copywriters nuts with screwball briefings like “we need something new and different for this year-end appeal. We don’t want to do the same thing we did last year.”
No analysis of how last year’s appeal performed. No understanding that continuity and consistency is at the heart of all human relationships. In short, little thought —amplified by the command, “Do something new and different.”
Such utter nonsense. Absolute idiocy.
So I was delighted to see once again —for the 22nd year in a row— “The Christmas Love Stocking” from D.E.L.T.A. Rescue arrive in my email box. And again, for the 22nd year in a row not a single word had been changed.
The appeal is the masterstroke of my pal and colleague Jerry Huntsinger, the dean of direct response fundraising copy. Leo Grillo, who runs the no-kill animal shelter and who clearly lives by the wise maxim of “if it ain’t broke, don’t fix it”, says it’s always the best mailing of the year.
You can access the complete appeal below. Obviously, for online purposes — the addition of donate links and options to give by postal mail– some additions have been made. Other than those changes the 2017 version is built on the same copy, same art as the “Christmas Love Stocking of 1997.”
Here’s hoping the folks you work with have the good sense to understand the importance of consistency and continuity and the willilngness to return to a winner. Over. And Over. And Over. And Over.
Do y0u recycle your perennial winners?
Roger
P.S. Those not familiar with Jerry Huntsinger and his work will enjoy this piece from The New York Times that appeared the same year he created the “Christmas Love Stocking” mailing.
P.P.S. And for those interested in benefiting directly from Jerry’s wisdom I urge you to dig into his 86-part Tutorial which you can access FREE on SOFII.
5 responses to “The Same Old Santa”
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Jerry Huntsinger is the gift that REALLY keeps giving. Sad that so many of today’s fundraisers have likely never heard of him! Thanks Roger, for sharing this appeal and more of Jerry’s brilliance!
Jerry was such a pioneer whose principals still apply as you so nicely pointed out Roger!
Your posts this week are genius… made more genius by the Huntsinger finale. (Agree 100% w/ John: more people should know about him… so if you don’t, go to The Huntsinger Tutorials on SOFII. Free: http://sofii.org/the-fundraisers-toolbox/jerry-huntsinger-tutorials.)
Thank you for sharing!
p.s. Yes, we recycle our perennial winners. Doesn’t everyone? 🙂
Roger I whole heartedly agree with this sentiment. Again your post has inspired me to write a larger response, you can find it here. http://donorretention.donortrends.com/fundraising-analytics/the-creative-testing-fallacy
I hope you enjoy.
Also it is no wonder Jerry’s work is still the best campaign in the D.E.L.T.A. Repertoire, he is a master.
While were remembering classics and classy people, let’s not forget Stagg, Dale and Archer and the irrepressible Bill Jayme.