Hand­gun Con­trol: acqui­si­tion pack

Exhibited by
Jennie Thompson.
June 16, 2010
Medium of Communication
Direct mail
Target Audience
Awareness, individuals
Type of Charity
Political, public / society benefit, social change
Country of Origin
Date of first appearance

SOFII’s view

The handgun debate is a hot political issue in the United States, one that’s watched with interest by many in other countries. The fundraising and campaigning communications around this issue – from both sides – tend to be highly instructive examples of political fundraising as well as being prime examples of the North American style of direct mail fundraising. They’re busy and hard-working, designed not just to influence opinions but also to bring in fighting funds by the sackload.

Creator / originator

Craver Mathews Smith & Co, USA.

Summary / objectives

This is a part of a decades-long fundraising and political campaign to reduce firearms in the USA.The purpose of this detailed mailing package is to attract and deepen donor engagement in the issue as well as with the organisation.


There has been a long-time fight between the National Rifle Association (‘big money’) and the people – a David and Goliath motif.

Special characteristics

This is a long-term political struggle within the United States, which interests just about everyone. For a fundraiser it is a unique debate not just to communicate with the committed supporter but to influence the people in the middle, the uncommitted.