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

By Margaret Guellich

On a positive note, Lighthouse clearly is looking for gifts of $25 or more, and the reply form expertly places a note to that effect in a red, hand-printed font.

Services vs. appeal
Frequently, organizations try to do too much with an appeal by inserting public relations brochures or providing the option of giving financial support or volunteering time. This type of approach confuses the prospect and often leads to no action.