Insert the Donor “You know, Christmas is a great time for memories, isn‟t it?” “Especially if you know someone whose life has been affected by Alzheimer‟s disease…” “Maybe you know someone yourself.”
A journey back in time to the centre of the brain....
“Researchers have demonstrated that [we] make decisions in an emotional manner and then justify them rationally” – Renvoisé & Morin, Neuromarketing The most effective messages appeal here
The Six „Old Brain‟ Stimuli 1. Self-Centred 6. Emotions2. Contrast 5. Visual Stimuli 3. Tangible Input 4. Beginning & End
Contrast Implied Beginning & End Visual StimuliSelf-Centred Tangible Emotions
Deliver to theOLD BRAIN Create STICKY MESSAGES
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Helpline Number 1800 341 900 Clear, tangible, early ask in standfirst Content warning Starts telling the story… (visual descriptions) Emotion Detail (credibility) Letter mentions “you”, “your” or “yourself” 11 times on46 first page.
“you” / “your” mentioned a further 8 times here Need emphasised Deadline to build urgency Specific ask linked to benefits Personal testimony to build credibility47