The Incredible Effectiveness of Contrarian Marketing

It's rare that a piece of marketing really impresses me, but this one figuratively blew me away.

In a move to become less selfish (and knowing that my family is incredibly lucky while lots of people are really hurting right now), I recently gave some money to Second Harvest. I probably responded to the organization's latest direct mail campaign because I remember Bruce Springsteen talking them up during one of his recent concerts. (That's some high-level product placement...)

Anyway, in considering an organization that can enlist The Boss, I thought I knew what to expect in the way of follow-up. So when I received the standard thank-you note envelope in the mail recently, I knew it was going to be either the type-written form letter or the more advanced it-looks-type-written-but-it's-actually-just-Lucinda-Handwriting-font-with-your-first-name-ink-jetted- at-the-top-through-the-printer's-list-merge-program form letter.

But I was wrong. Take a look at this. It's a handwritten note. I repeat: an actual handwritten note! I've long considered the benefits of going totally contrarian in marketing (like responding to the current Twitter Mania by telling my clients to reach their target customers by sending them telegrams), but this is Marketing Contrarianism at its best. When is the last time you read a handwritten note, especially from a total stranger? (When's the last time you actually sent a handwritten letter? Or any letter?)

Bravo, Second Harvest. You're a great organization in every way, and I'm happy to use this supposedly advanced social media tool to promote your beautifully inspired use of a lost art--and to encourage everyone who reads this to support your cause.