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By Margaret Battistelli Gardner

However, the "Drive" mailing ups the ante over the previous version in several important ways. First, the outer now includes a plea, "Your help is needed to support vital Easter Seals programs in [name of state]," alongside an ink-jetted icon of the addressee's state. So, early on, the potential donor is being put on notice that she will be asked for a donation and that, in some way, her own state will benefit. Next, besides additional incentives — another sticker sheet and a stand-alone calendar — the envelope includes a personalized, gold-bordered "Certificate of Appreciation," measuring 7 inches by 7 inches. It's a direct appeal to flattery, thanking the donor for his "generous contribution" to "provide programs and services for people with  disabilities and their families."