Jer­ry Falwell’s Lib­er­ty Alliance: emer­gency appeal for cash

Exhibited by
Jenny Thompson.
May 12, 2009
Medium of Communication
Direct mail
Target Audience
Type of Charity
Religion related
Country of Origin
Date of first appearance
August, 1995

SOFII’s view

Jerry Falwell, who died in 2007, was an evangelical Christian pastor and televangelist. He was also a highly effective fundraiser. Perhaps inevitably, the cause he espoused so fervently was highly controversial in many quarters. But whether or not one agrees with the ‘achievements’ and ‘aspirations’ contained within the letter, it has to be said that they have been given forcefully and with emotion. This is a real battle cry. Presumably, if you believe in Jerry Falwell and his mission, it’s a cry that would be hard to resist.

Jerry Falwell.

Name of exhibitor

Jenny Thompson.

To raise funds to keep the organisation fiscally afloat. It was mailed to current and inactive supporters.


They were broke, and urgently needed money (one assumes).

Special characteristics

A great example of emergency fundraising on behalf of the organisation itself. The benefits of keeping the organisation solvent are not expressed in terms of paying the electric light bill, or salaries, or overheads, but by expressing the achievements and programme goals that will be lost if the organisation has no funds. A good example of keeping focused on the mission.


The sheer cheek of the guy. He’s nothing if not direct.

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Open hearts first, then minds, then wallets. Jerry Falwell’s letter to the faithful seems insipid enough on arrival. But he knows which buttons to push to get money from his ‘flock'.