Case Study: Spin 'Em a Yarn
The National Audubon Society uses a professional storyteller to add zest to its direct mail.
“People in our file will respond to different kinds of things,” Fitzmaurice says. “Some respond to ‘the sky is falling, send us money.’”
Balancing the empowerment members gain from their involvement with imperative news about declining species increases Audubon’s chances of eliciting responses from members moved by eloquent stories as well as those ignited by “the sky is falling” rhetoric.
- Companies:
- National Audubon Society
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