Anatomy of a Control: Making Anger Work

A call to action
A unique feature is found in paragraph six of the letter, where the prospect is asked to take action. It’s not a pitch to send money; it is, rather, a request to sign and return the enclosed “Message of Hope” card.

Reading that, potential donors most likely will lay aside the letter and search for the 6-inch-by-61⁄4-inch card (folds once to 3 inches by 61⁄4 inches) containing the following message written in French, English, Spanish, Arabic and Kanji: “Do not be discouraged. You are not forgotten.”