Pulling Power

Inside, a one-page letter begins: “I want to offer you an opportunity to display a favorite photo of your pet for more than half a million people to see — and help thousands of animals in need at the same time!”

That attention-grabbing opener, which includes bold text, precedes more information on the campaign, stressing that “For as little as $15, we can decorate an ornament with your pet’s name, and for just a little more we can feature your pet’s photo on an ornament for all those visitors to admire!”