When it comes to the pieces I select for What’s in my Mailbox, I typically select ones that (a) evoke a strong emotional response in me and (b) speak for themselves. Now, that’s not the only criteria I use, but they are two very important points that I look to consistently.
This piece is courtesy of my friend Mary Cahalane, who scanned and sent over the latest mailing that she received from The Dana-Farber Cancer Institute. This letter speaks for itself, don’t you agree? There are a few reasons why.
- The letter begins with these very words: We couldn’t save Owen. His story is tragically heartbreaking, yet swift, and it hooks you in from the first moment. It most certainly evoked a strong emotional response in me, because how could it not?
- This letter aims for brevity. It’s very short and it does a great job of storytelling. As a donor with a stack of mail to sift through, this piece jumps out.
- The story and brief explanation of the wonderful work that Dana-Farber does comes from the perspective of a doctor. That’s unique. He deals with children afflicted by cancer on a regular basis and yet he still struggles to take it all in. He’s still touched by stories like Owen’s. Especially Owen’s. So he’s sharing it with you.
- The PS is perfect and includes, in bold, Will you fight alongside us again? It’s offering prospects the chance to step up and become heroes through the act of making a donation to collectively continue to fight the battle against cancer.
- There are two pictures of three year-old Owen, a sweet little boy whose life was cut short far, far too soon. Seeing him, I couldn’t help but shed a tear or two.
- The response device is totally ace. Owen makes an appearance again in a photo, along with the text: We lost Owen to cancer. Together, we will save others! The headline reads: I want to save others from cancer! Who wouldn’t?
I’m grateful that Mary passed this piece on to me, because it’s a prime example of what compels me to pause between sorting through my mail. Plus, this is the kind of letter that will achieve results. Mary notes that this piece was printed on simple notepaper.
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