Publicity Organization and Distribution (United War Work Campaign, Bulletin VIII)
Bulletin VIII in a series of twelve for the United War Work Campaign, a joint drive by seven American welfare agencies, among them the YMCA, the Knights of Columbus and the Salvation Army, to raise $170,500,000 in the week of November 11 to 18, 1918.
What it is
Bulletin VIII in a series of twelve for the United War Work Campaign, a joint drive by seven American welfare agencies, among them the YMCA, the Knights of Columbus and the Salvation Army, to raise $170,500,000 in the week of November 11 to 18, 1918. Its national publicity staff was chaired by Bruce Barton, with Alexander F. Osborn as executive secretary and Roy S. Durstine on newspaper advertising. It tells a local publicity chairman how to organize: a chairman, an executive secretary, and working bureaus for outdoor and car advertising, receiving and distribution, newspaper advertising, press and features. It sets deadlines for donated 24-sheet posters, car cards and express-wagon posters, and calls putting up posters the biggest job. It supplies a form letter for raising a newspaper ad fund, with a rule: expect one third to respond, so divide the budget by a third of the prospects.
Why read it now
This is an operations manual, and that is its value. The structure it lays out, one owner per channel, a daily bulletin to all workers, and fixed dates before launch, is still how a multi-channel campaign should be staffed. The budgeting rule is usable funnel math: assume a response rate, then set the ask so the expected respondents cover the budget ($3,000 from 300 prospects means $30 each). Its one-third rate assumes personal follow-up and wartime patriotism; a cold ask today would draw far less, so use your own measured rate. The demand that ad money be raised separately, so the public can be told no drive money paid for advertising, anticipates donor worry about overhead. Gneezy, Keenan and Gneezy's 2014 study in Science found that telling donors overhead was already covered raised giving. What has dated: the dependence on donated media from a few owners, and Boy Scouts pasting posters. Use: before a launch, write your own version of this bulletin, listing every channel, one named owner, a date for each asset, and a daily team update.
Passages worth keeping
No one man, no matter how able he is, can handle this publicity in a locality of any size.
الحملة الكبيرة لا يديرها شخص واحد مهما كانت كفاءته، بل تحتاج إلى فريق منظم بأدوار واضحة.
to insure their knowing that when they give to this campaign, they are giving to the seven organizations at once.
هدف الدعاية أن يفهم المتبرع أن تبرعًا واحدًا يصل إلى الجمعيات السبع معًا، لا إلى جمعية واحدة.
Probably the biggest job the local Publicity Department has is to put up these posters and distribute literature.
العمل الأكبر ليس كتابة الرسالة بل إيصالها، أي تعليق الملصقات وتوزيع المطبوعات في كل مكان.
so that we may honestly say to the people that no money collected in the drive has been used for that purpose.
يُجمع مال الإعلان من متبرعين منفصلين، حتى تستطيع الحملة أن تؤكد للناس أن تبرعاتهم لم تُصرف على الدعاية.
Experience indicates that if you apply adequate personal follow-up you can figure about a one third favorable response to a letter like the above.
مع متابعة شخصية كافية يمكن توقع استجابة الثلث تقريبًا، وعلى هذه النسبة يُحسب المبلغ المطلوب من كل شخص.
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