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

The poster stages the reckoning in advance: a soldier with his rifle faces a student in a mortarboard, and the question comes from his own mouth, 'While I was Over There what were You Doing Here?' It names its audience outright, 'STUDENTS of AMERICA', hands the reader the job of answering, and sets the United War Work Campaign dates in red below as the only answer that will hold.

The big idea

Every student will one day face a returning soldier's question about what they did at home, and supporting the campaign now is the answer.

The offer

Support the United War Work Campaign, November 11-18.

Lines from the ad

WHEN THE BOYS COME HOME

While I was Over There what were You Doing Here?

STUDENTS of AMERICA HOW WILL YOU ANSWER HIM?

Steal this when

Use this when a comfortable group is asked to give on behalf of people carrying the real cost, and you can let those people put the question themselves.

The emotion

Written to Duty. It makes the Avoid mistake.

It puts the soldier's question 'what were You Doing Here?' to 'STUDENTS of AMERICA' as a reckoning to come, enforcing support for the campaign with the threat of being found wanting.

Guilt heavier than the lapse