Oxfam America
In many of the mailings, a simple yellow slip of paper with black type alerts the reader about starvation in Ethiopia or earthquake victims in El Salvador. And sometimes, there’s a four-color brochure that describes Oxfam’s work around the world.
This technique departs from traditional direct mail. Normally, the letter is the piece that is “versionalized,” with the writer making a guilt-laden, emotional connection with the reader about a specific tragedy or need. In that case, the four-color brochure is the constant — the “it” copy that describes the product or service.
- Companies:
- Denny Hatch Associates Inc.
- Oxfam America
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
