Direct Mail Portfolio: New Hampshire Public Radio

OVERVIEW

NHPR is an NPR member station in Concord, New Hampshire, and one of many public radio stations to use the copy I wrote in 2023 urging sustaining members to increase their monthly gift.

“You’re one of the listeners we can count on... ”

We want the reader, an active donor, to increase their monthly gift. My strategy for this copy was to give the reader status: they’re one of us – the friend we count on when things get tough… and things sure are tough right now.
Studies suggest that social information can influence the size of our reader’s gift. I used this psychology tactic on page 2 of this letter: other members are adding anywhere from $5 to $25 to their gifts– and I’m asking you to add just $1 to yours.
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