Donor guilt appeal

The pattern

This still is filed under Donor guilt appeal.

Define

The donor is asked to feel the cost of not giving, then given a precise act that relieves it.

Mechanism

Obligation then release. Close kin to problem-agitate-solve, aimed at a gift rather than a purchase. Handle with care.

Verdict

The need is real, the ask is specific, and the donor can act today.

Why it works

It leverages the visual language of a 'Wanted' poster to create extreme urgency. The sheer scale of the number (2,000,000) shocks the reader, while the list of acceptable items lowers the barrier to entry, making it easy for anyone to contribute.

The big idea

A two-million-garment target, posted like a WANTED notice, makes any old coat or pair of shoes useful to destitute families in occupied France and Belgium.

The offer

Give old or new clothing of every kind during Clothes Collection Week, March 25-30, leaving your bundle at the nearest Red Cross Collection Center or any hand or steam laundry.

The proof

Issued under the auspices of the American Red Cross, with its crosses and a headquarters telephone number.

Lines from the ad

WANTED IMMEDIATELY 2,000,000 GARMENTS

Old or new clothing, dresses, underwear, shoes-wearing apparel of every kind.

Leave your bundle at nearest Red Cross Collection Center or any hand or steam Laundry

Steal this when

You need to drive an immediate, massive volume of physical donations or actions within a strict deadline.

The emotion

Written to Duty. It makes the Say move.

A WANTED notice for 2,000,000 garments names what counts, old or new clothing of every kind, where to leave it, any Red Cross center or laundry, and the week: March 25 to 30.