Anatomy of a Control: Making Anger Work

Once the reader is persuaded to put something in the reply envelope, it’s not too much trouble to put something else in it, right? Like a check or a credit card number? But the ask doesn’t even come until Page 4.

The letter has no Johnson box or headline. Just the lead sentence/paragraph: “I regret to inform you that we are faced with a severe crisis here at Amnesty International.”