Fundraising Letters That Work

The No. 10 envelope’s line drawing, by cartoonist David Catrow, shows stunned animals sitting together on a stump against a treeless landscape, with a rabbit crying, “So much for homeland security.”

“It speaks directly to our core market with a humorous but serious environmental and political message,” Kalenak explains. This combination has been tested against other outers since 2004 and, she adds, “continues to resonate despite the fact that it’s ‘old news.’”