Turning Raw Facts into Raw Hope: World Vision pitch card
I rewrote the pitch card used by canvassers for the Raw Hope campaign. A theme built around one word – ‘incredible’ – contributes to the inspirational tone, revealing an unexpected truth about why people give to good causes – they like to feel a little better about themselves by making a genuine difference where it counts. The copy is honest and upbeat, based on the premise that being asked to give should feel good. The words are hard-hitting and emotional but never mawkish. Be warned: the piece includes details about the shocking events of two young girls’ lives. The aim is to inspire regular monthly donations from passers-by on the street, so it’s a quick read. Simple language, conversational sentence fragments and short paragraphs make it clear how people can help and why they should.