Simple and straight forward does the direct-marketing trick for this 100-year-old organization for the visually impaired.

By Margaret Guellich

Although Lighthouse’s slogan —”Hope When Vision Fails” — is strong, the “My Gift of Hope” header on the reply form sounds like it could be from any one of thousands of other organizations. To strengthen the form, Lighthouse could put a reminder of the teaser copy on it and replace the “My Gift of Hope” verbiage with something more forceful, such as “My Best Gift Ever.” Underscoring the idea of “helping people regain their lives” would help too.