Breaking Need Down, Nickel by Nickel

The nickel is the center of the letter, as well. An image of it appears just below AKF’s logo. An arrow points to the image, with the caption, “Some people may think that a nickel isn’t worth a lot, but it can be invaluable to a kidney patient!” The letter begins by talking about how the nickel used to be valuable and while today it doesn’t seem like a lot of money, 5 cents, when multiplied, is what makes AKF’s services possible. The letter breaks the ask string down to show how many nickels make up each gift level, and the services each gift level makes possible, e.g., “$15 (equal to 300 nickels) can help provide transportation assistance to dialysis treatments.” AKF merges this messaging in the letter with details about its financial breakdown — that “95 percent of all funds expended were used for Program Services benefiting kidney patients and their families …” — which validates the organization’s assertion that every nickel given it works hard.