The independent-reporter. [volume] (Skowhegan, Me.) 1909-1955, 1921-11-17

viii have to give up work for two
weeks and help put over the Red
'ross Roll Call Then, when that has
sunk In and they are coutem plating
the horrible possibilities OF a two
weeks interruption of business. tell
them that, II in addition TO their reg
ular contribution they will subscribe
to a special fund for newspaper ad-
Yertising you feel sure that your city
or town will be able to cut down the
time necessary to put over the drive
from two WEEKS TO two DAYS
well. watch him subscribe. We KNOW
this plan works because we have been
using it for years
When you have your fund. which
ought to be at least 2 per cent of the
amount you are going To raise through
your campaign buy some good big
advertising space. In Augusta we
shall run two full page advertise
ments and some smaller ones.
Our plan is to get cuts and copy
from New England headquarters and
rewrite them to mt local conditions
Work into them local stories with
some human interest, and heart throb.
Last year we ran big advertisements
and in each one we put little story
of come case our chapter had handled
That made the work concrete
Now as 10 the free stun-which
will slide in surprisingly easily, when
YOU are actually spending money and
when you keep everything out of your
free notice c~cea. NEWS
Tho fir q fF At,hiI,4str
should Ia begun t.ealYc months ago
and prcba '.ly dil. That is the pub
licity that appea : from day to day
telling what the Red Cross is doing.
When YOU actually start on your
lrive there is actual news in these
steps:
!. Announcement of date and gen
eral plan
2. Announcement of officials of
campaign.
}. Announcement of detail plan
let all the names possibie-papers
Ike NAMES
4. ANY preliminary stuff that is
'eally NEWS. The Test: Will 1t In
crest the average reader of the pub
lication? VIII the paper take the
rouble to set il and publish 1t Tor It's
news value alone? II SO, 1t belongs
n the news columns.
:. Use good stories just before the
:ampaign starts.
s. Run a good story every day the
,ampaign is really going Just be-
lore and during the actual campaign
he story has news value because lot
Of local people are actively interested
md practically EVERYBODY Is soil
cited to join. But don't let the cam
paign DRAG and expect the papers to
publish stories of small progress
7. When the campaign is over don't
forget the poor newspaper man He
will want the final facts of the cam
oaign-how much was raised, etc
A campaign like this / have out
lined where real news in the news
columns is combined with real ad-
vertising in the advertising columns.
and both hooked up with real sell
ing campaign by the soliciting force
will put over 95 per cent of any real
campaign in two days.
Let's all put on that sort Of cam
paign
Let's get our Red Cross publicity
IN business basis.
Let's get out of the beggar class
Go to the people with the real story
Of the Red Cross-told only as you
AN tell 1t in advertising space.
1t will make it easier for every so
licitor
II will shorten your campaign.
1t will get you more money and
more members.
1t will sell the Red Cross stronger
than ever to the people of your neigh
borhood.
II will take the Red Cross off the
Charity and Beggar List and stamp II
as an organization that conducts
charity on business basis.
For every dollar you invest in ad-
vertising. You should get back $50 il
money which is a good return on tn
investment
The Red Cross has big thing to de
Let's do IT in a big way. Let US wall
into the newspaper Offices with on
heads up and buy space to tell peopl
If great organization and a grea
work