Breaking Need Down, Nickel by Nickel

The actual, shiny new nickel is affixed to the reply device with a series of urges from AKF to return the coin, vital to the continuity of the organization’s work, along with a donation. At the top of the reply is the headline, “Put my nickels to work!” followed by the line, “To help the Kidney Fund continue vital programs of emergency assistance to patients with kidney disease, I am returning your ‘hard-working nickel’ along with my gift of …” and an ask string of $15, $20 (starred as the desired minimum gift), $25 and other. To further drive the point home, just above the nickel AKF urges, “Please return this nickel with your gift today — the American Kidney Fund needs every nickel to continue providing vital services when no one else will help you!” pointing to the nickel with an arrow.