Keep It Simple Stupid

The mailing’s sparseness is meant to convey the organization’s commitment to its mission. This is revealed in the letter, which begins: “Dear Friend, Here’s what you won’t find accompanying this letter: *address labels that ‘guilt trip’ you into giving; *an expensive calendar that you don’t need (and we can’t afford); *a vague-sounding petition addressed to somebody in Washington; *or heart-rending photos that play on your emotions.”