Lead the Way
Is the opening of your letter taking donors anywhere?
Instantly, the letter paints a picture in your mind, and it’s specific and identifiable — not a generality. And it’s got you involved right away with “you” usage in both sentences.
Newt Gingrich seeks to build rapport with a different approach. Writing on behalf of Citizens United, he begins:
Would you do me the honor of joining me and my wife, Callista, on a special walking tour of Washington, D.C.?
Actually, you won’t even have to leave your living room.
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