Case Study: Minnesota Animal Humane Society's Year-End Fundraising Campaign

Inside is a short, one-page letter that includes the tagline and the same image of Esmeralda, this time with the dog's name under the photo. The letter itself tells Esmeralda's tale. The Chow Chow mix was found in an abandoned house and suffered extreme trauma after being hit by a car. She was brought to AHS and rushed into surgery, and now she can walk without pain. It's a gripping, emotional story sure to tug at any animal-lover's heartstrings.