A Friendly Mailing

The letter’s message — that the station walks a tightrope that members can help it balance through their support — isn’t sugar coated and has a sincere, friendly tone. This straightforward approach is also seen on the back of the reply that shows two columns, one with the headline “You Need to Know,” and the other with the headline “We Need to Know.” Under “You Need to Know” is an explanation of where members’ donations go. Under “We Need to Know,” the station asks contributing members to list their favorite programs, captures their phone number and e-mail addresses, and asks those who have decided not to contribute to explain why. These two elements are incredibly simple, but they go a long way toward showing members that, like true friends, their opinions are valued.