Cut Through the Clutter

NCPSSM realized that its direct-mail messaging needed to be updated in all packages to reflect the new senior market, which grew up with more independence and rebellion than the seniors of 10 year ago. These new seniors idolize James Dean rather than Jimmy Stewart.

NCPSSM changed its messaging in a way that gave the power to the individual to make an impact instead of focusing on the organization’s part in it. Prospects were asked to send a pre-addressed, pre-written letter to their congresspersons and senators, in contrast to the old control, which asked prospects to sign a petition that was returned to the organization and then forwarded to Congress by NCPSSM. It also changed its messaging from saying that “Social Security is being threatened” to “Social Security matters to you and there is something you can do to keep the program as promised.”