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

Following the story, it reads, "Animal Humane Society urgently needs your support of our Holiday Fund Drive so we can save more animals like Esmeralda."

It's a really strong, short letter, that includes the goal to raise $50,000 by Dec. 31, and then describing to donors that, "You can make a difference with your generous gift today." It then tells you specifically what your gift can do, i.e., "$50 can help an animal receive emergency surgery."