World Vision RG Conversion Pack

3-year-old Salin is sick and hungry. The water he drinks is filthy.

Just a few cents every day could give children like Salin enough food, clean water.... and a future.

Proposition

Temporumquat magnatest, solupti comnis, officip samuscianis iliquid quat alit, si dolupid untur, consectur, eriaeru.

Aruptae et, te vit, se <$Ask xx> delles eumquis eturit, um eatur?

“Temporumquat magnatest, solupti comnis aruptae et, te”

Letter - design

Temporumquat

• Emphasise a daily amount – ‘just XX cents a day’. Only bring in the monthly amounts on the RM and just once in the copy ‘donated through a more convenient monthly debit of $YY from your credit card or bank account.’

• The campaign must have a target, a deadline and something that connects. ‘I know that $XXXX seems a lot, but I know from experience that it can be made up by compassionate people like you who are willing to give just XX cents a day and give these children a future.’

• Never talk about ‘we’. It is ‘my colleagues in the field’ if specific people can’t be named. You can also use ‘doctors and nurses, nutritional specialists.’

• Never ‘funded by World Vision/made by possible by World Vision’. It is ‘funded by caring and loving Australians’, or ‘made possible by people like you’.

• Describe emotion ‘My heart was heavy and tears came to my eyes’ from witnesses.

• Make sure that someone who doesn’t donate realises they are not ‘a caring and loving Australian’.

• Never say you are helping people, always ‘children and adults’, sometimes ‘babies, children and their families’.

• Use colloquial language based on the Bible – it will appeal to Christians without putting off non-Christians.

Letter – essentials

• Include a callout box with a quote

• Use an appeal headline – centred and in bold – which includes ask specifics and your ‘elevator pitch’

• Start the body copy with a summary of the cause

• Acknowledge the donor’s past/recent generosity. Use variable data if you have it.

• Then segue to the RG ask

• Use case study details and witnessing to make your case

• Repeat the necessity for sustained, reliable, longterm support

• Spell out what happens if you don’t get the above

• Then turn it around and tell the donor what they can do – be specific

• Re-iterate the need (back to case study)

• Explain the ease of a convenient monthly debit

• Thank the donor again

• Use the PS to drive your argument home – use specifics again and tell the donor what you need them to do.

Letter - structure

Salin is sick because he drinks filthy water. You might be surprised what it would take to change that.

Outer envelope - considerations

A plain white envelope will be opened in most cases. It’s a safe option for ‘cold’ or ‘cool’ mailings (where you don’t have a relationship yet). With ‘warm’ donors, consider testing a branded outer with a compelling message.

The all-important Response Mechanism

Card Type: MasterCard Visa Amex Diners

Card Number: Expiry Date: /

Name on Card: Amex ID:

Signature(s): Date:This authority is to remain in force until further notice

Please complete Section or below, and Section 321

1. MONTHLY GIFT BY CREDIT CARD

2. MONTHLY GIFT FROM BANKACCOUNT

Financial Institution’s Name:

Account in name of:

BSB Number: — Account Number:DIRECT DEBIT REQUEST:

Signature(s): Date:This authority is to remain in force until further notice

3. PLEASE AMENDYOUR DETAILS BELOW IFTHEY ARE INCORRECT OR INCOMPLETE

Preferred phone number: Date of birth*:

Email address:

I understand that I can increase, decrease or make changes to my gift at any time by contacting Supporter Care

Your donation will be debited on the 15th of each month.Where you debit falls on a weekend or public holiday your donation will be debited on the next workingday. All donations of $2 and over are tax deductible.

50c per day ($15 per month debited) – less than the cost of yyy but enough to xxx

$1 per day ($30 per month debited) – the world’s accepted poverty line

33c per day ($10 per month debited) – enough to xxx

My gift is

Yes, <I/We> will lest, nobit doluptatenis moluptatur rem quia que vel ipsantem quis am, coreictem quibus.

One page.

Use a call to action at the top to close the loop on your appeal ask.

Use dollar handles to remind donors what their money can do.

Make it look as clear and easy as possible.

Pre-populate data fields if you can, BUT give people a space to correct their details.

Be specific with your instructions. eg. ‘Complete the form by date and return it to us in the envelope provided’.

Lift recommendations

• More is good for RG conversion.

• Photos and Maps (or diagrams) are essential.

• Go for beneficiary-centric or donor-centric lifts as opposed to WV-centric lifts.

• Be as authentic as possible (so don’t contrive or over-design).

• Make sure every lift has a CTA, ideally an overt one.

Lift suggestions

‘Real’ lifts

• A handwritten letter from Tim. On plain paper or something ruled that looks like it was ripped out of a notepad. No intro or personalization needed. Copy could start with: “I just want to briefly explain the reason for this appeal.” Or “I wanted to add a few points about why your help is so urgently needed.”

• A drawing and/or poem from a child. It really doesn’t matter how badly the child draws or writes. The piece should be as authentic as possible. Example shown.

Lift suggestions

‘Real’ things that have been tweaked for fundraising

• Technical diagram of a well. Just use the actual technical diagram and make notes on it explaining features and benefits. Example shown.

• Project outline papers: Use an extract or composite extracts from an actual project outlines (for a specific long term project or project which will affect lots of children/families). Simply reproduce it and perhaps have handwritten notes from Tim on it. The project outline is evidence of how WV assesses need and uses donor money responsibly. Ideally Cambodia.

• Map of Cambodia showing where WV is working and what you are doing there. Get as much beneficiary story in there as possible. Show where Salin lives and use a photo of him. For an RG ask pack it would be good to show areas of urgent/great need which have not yet been helped.

The Prismaflex SystemThis is the next generation Prismaflex – an incredible piece of kit designed especially for seriously ill babies and young children in intensive care.Using all the latest technologies, it provides continuous renal replacement therapy (CRRT) in a gentle, safe and effective way.

CRRT is a type of dialysis which is specially adapted for very fragile and unstable patients.

It’s not the latest computer game, or a shiny bike, or a trampoline. But critically ill children at Starship would love a Prismaflex for Christmas – it’s essential to save lives and reduce the risk of long-term disability.

Please help raise the $63,250 required with a generous gift today.Thank you.

CRRT is delivered slowly and continuously

System can be constantly modified to suit the child

Many features are designed especially for very small children

The equipment is quick and easy to prime in emergencies

Accurate delivery of anticoagulant to reduce the risk of bleeding

These features make Prismaflex such an essential piece of equipment:

Children at Starship would love a Prismaflex® for Christmas

Lift suggestions

Designed lifts (which should still include as much ‘real’ as possible)

• A photo essay about Salin. Use all the images you have of him, his family, his surrounds etc. Use captions explaining each image. If it needs a theme to keep it together, perhaps make it a day in the life of, but with an additional angle. When every day is a struggle, how can Salin dream about his future? Or similar.

• ‘Before’ and ‘After’. Tell the story of one child who has been helped (Sokna?). Use images and your layout to highlight the differences ‘before’ and ‘after’.Eg “Here’s how people like you have profoundly changed the life of this little girl”. Or “Thanks to the kindness of our regular supporters, Sokna’s health, education and opportunities are all improved.

• Your cash in action. Show a time line of what’s involved in something like introducing a well. Planning, consultation, consideration of enviro/cultural factors. Show the well being introduced to the community, use photos showing the progress of the job, show a child enjoying fresh water. For an RG ask pack, talk about sustainability and longer-term considerations (such as training local people to repair the well or teaching hygiene to children).

• Testimonials from other regular givers. Use a cross section of people (age, gender, location) and get them to tell donors why they give. Photos if possible, extracts from real emails or letters if possible. And try to also use beneficiary photos or stories – you are linking donor and cause that way.

• Contrast using two different children. Sokna v Salin would be excellent. Make the most obvious contrasts you possibly can. Perhaps use the fabric motif to make more of the contrast. A threadbare, dirty and tattered background for the ‘before’ case study, and a cleaner more colourful piece for the ‘after’. Example shown on next page.

Join with World Vision and make a difference to children all over the world.

CTA

The difference you make

Front Reverse

Salin’s story Sokna’s story

CTA

Use Salin’s story to show need. Copy and design elements should support this. Bring copy back to the appeal cause. ‘Salin’s everyday existence will continue to be miserable if he does not get food every day and clean water every day. To change his life takes just a few cents a day.

Sokna’s story should be a marked contrast. Thanks to the support of compassionate and commited donors, World Vision has been able to help Sokna. Use specifics to show how - and how she has so much more to look forward to than Salin has.