Yet there is a danger of taking the all-too-familiar route of tugging on the heartstrings, which has long been used to get people to part with their money.
That is why I like this pack. It uses a different approach. It explores not just what the Samaritans does but how. It talks about the cost of training a Samaritans volunteer, which, when you consider the job they do, is actually rather a small amount of money. This appeals to my rational side, which often takes over from my emotional side when people ask me for money.
The copy is good and, more importantly, believable. It tells us about Paige, a young woman who recently joined Samaritans, and the five calls she answered in just one shift. These comprised a woman terrified by her mounting debt, an elderly man talking of his grief after the death of his wife, a father expressing his pain and confusion over losing his job, a woman who has been self-harming and a call from a man contemplating taking his own life.
I don't think I could do it. So, the best thing I can do is give some cash so that someone else can.
- Mailing: Kitcatt Nohr Alexander Shaw.
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