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

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Introduction

How do Charity Organisation mailshots try to persuade you to send donations? Refer closely to one example. Charity Organisation mailshots use a variety of methods to try to persuade readers to donate money to their organisations. Although they use a variety, all charities use the same or similar methods including a letter to begin saying 'Dear friend or reader' and asking you to spare them some of your time. Also they include information leaflets which include figures and statistics that often tell case histories with photographs which usually have happy endings to make you feel a more personal link to who you would be helping with your donation. The letters and information leaflets usually include emotive language and important phrases are usually in bold so they stand out. Free items such as pens are included to encourage the reader to open the envelope and emotive language or puns are used to catch the reader's eye when they are looking through the post. To investigate this further I have a chosen an individual mailshot sent by the charity MENCAP which helps people with learning disabilities. ...read more.

Middle

This is very emotive and makes people feel guilty if they do not donate as people with learning difficulties will not be able to speak out and they are not helping. It also makes the reader feel guilty as it mentions helping 'families' who are others who are affected by these problems as well. They may think what would it be like if they knew someone that had learning difficulties. Immediately after asking for money they give you a fact that 200 'children' are born with a learning disability. This is a shocking fact as children are so young and innocent and it is emphasised with the words 'devastating blow' for families who need 'emotional support'. The letter ends with the charity thanking the reader 'very warmly' for their time to 'help' their work. This again makes the reader feel guilty if they do not help. However, if they are willing to give donations they are thanked for being so nice and generous which makes the reader feel good as they have helped someone in the world that day. The letter ends with a hand-signed signature from Lesley Thompson, Director of Fundraising. This direct approach is repeated from the beginning of the letter. ...read more.

Conclusion

There is a not in the space for the stamp saying 'This envelope does not require a stamp, but using one will help us cut our costs'. This not only makes the reader feel good that they are sending a donation to help these people but they are helping the charity reduce their costs which can be used to help others with learning difficulties. This message is emphasised on the back of the envelope saying 'Thankyou for you generous support'. This emotive language makes the reader feel good again or possibly feel guilty if they do not donate any money as they have not been generous and have not helped anyone that day. Charity Organisation mailshots such as the one from the charity Mencap are widely produced and often sent to people in the hope that they will donate money and help those who are in need. These methods of emotive and forceful language and case histories of people you may be able to relate with instead of just facts and statistics giving you information are powerful methods of persuading readers to donate. Pictures help you to visualise the problems much more clearly. The language, arguments used, case histories and various presentational devices combined may persuade the reader to donate money to these charities. ...read more.

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