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

The letter again features the same creative up top, but it is a two-page letter with slightly different copy. It still relays the story of Esmeralda, but is longer and a little more detailed. The rest of the components are pretty much the same, though the address labels are replaced with the gift certificates, which describe how the certificates work and what the donor's generosity helps AHS achieve.