• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Analysis of direct and indirect mail from the Salvation Army and Oxfam.

Extracts from this document...


Analysis of direct and indirect mail from the Salvation Army and Oxfam Many charities use the mail system to solicit donations from the general public. Charity advertising is very different from other forms of advertising, as the main purpose of charity ads is to persuade target audiences to donate money, rather than buy a product. Oxfam uses many techniques to entice the reader to pledge money, just as the Salvation Army does but both in entirely different ways. The Salvation Army writes their letters personally whereas Oxfam write their letters formally to the household owner. These examples use quite different techniques to persuade the reader to sign up for a "regular gift". After studying the letter from the Salvation Army, it was obvious from the first glance, the objective of the letter, which was for the reader to donate money. The Salvation Army name and logo is a large feature in the corner of the letter. The reader would immediately recognise the logo and the charities name because they both represent a well known and respected company which has a long standing history in the community. This shows clearly whom the charity is, so you know before you read the letter, where your money will go. This also informs the reader that the charity is a major organisation which is known worldwide. ...read more.


This rhetorical question makes the reader want to know the answer and read on. The reader becomes curious as to how such a small amount of money could make a difference. Also at the beginning of the letter there is a rectangular box in which 'Please reply within 10 days' is written. This already shows the urgency for a response to the letter. The letter begins Dear Sir/Madam. This gives the impression of the letter being formal but particularly impersonal. The first paragraph uses the repetitions of apologetic language. In the first sentence the company has already apologized in advance for Oxfam writing to the reader. 'I hope you forgive my writing to you like this'. This technique of writing is appealing to the readers. Information is given to let people know the extremes of poverty and illness/disease, and why they need your money. Also, because the information is quite graphic, the realisation of how bad some people's lives are, and how lucky they, themselves are, would shock people into giving a small donation. Images are used throughout the letter to leave "lasting images" with the reader. 'As director of Oxfam I often write to people like yourself to ask you for help.' This gives the reader a sense of importance as the director of this large company has had time to write to them for help. ...read more.


Oxfam used flattering language to almost bribe the reader. 'I often write to people like yourself to ask for help'. It nearly makes you feel guilty enough to pledge the money asked of you. The Salvation Army doesn't apologize for the time the reader gives to read the letter. The technique they use the most is emotional bribary, by keep referring to the suffering and images of poverty/death. They do this to form a greater impact on the readers' emotions.The two charities' have had their letter written by people in different position in the company. Oxfam's letter seems to be written by a less important person in the company compared to the Salvation Army. I believe that the letter sent from Oxfam is the more affective of the two. It has a polite tone, I think that it is very considerate of the director to apologize for the time the reader takes to read the letter. I think the tone of the Red Cross is considerably less friendly. This is noticeable from the beginning when it addresses the reader as 'support'. There are many other ways of addressing the reader such as, dear friend or by his or her first name. Oxfam makes it much easier for the reader to pledge money. The reader is given a pen, envelope and a donation form, The Salvation Army only includes a donation form. Overall I think Oxfam put their cause over to the reader more successfully than The Salvation Army. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Charities, Poverty and Development section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Charities, Poverty and Development essays

  1. Global inequality letter

    You are right that there is enough food in the world but it is not distributed evenly. In Britain Mountains of left over crops were left to waste, when in fact it could have saved many life's in Africa. People in Africa are not educated about contraception because they cannot

  2. English - A Cadillac Full Of Diamonds Analysis

    the reader than the flaws which working men encounter - this is what makes the story an effective metaphor. Furthermore, Ciardi uses strong symbolism throughout the story to represent various aspects of the hectic lifestyle that he is criticizing. The man's inability to exit the car symbolizes the regarding bringing

  1. Equality and Inequality - "Reply to an Angry Letter"

    But poverty in Africa is one of the worst cases of poverty I have ever seen. The people in Britain on average have a calorie intake on 3 317 calories per day where as in poorer less economically developed countries such as Ethiopia the calorie intake per day is only 1610.

  2. How do Charity Organisation mailshots try to persuade you to send donations? Refer closely ...

    Other emotive language used is 'great value' and 'your help'. They say that the more people that answer the survey the 'fuller picture' they can build about 'attitudes and awareness'. This may make the reader feel that if they do not participate in the survey they are not helping in the fight against prejudice in the world.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work