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

By Margaret Guellich

Strong control elements
Every campaign has its own strategy, and results are measured against meeting the goals set forth in that plan. This appeal by Lighthouse International contains all the essential elements of a prospect letter:

Emotion
Credibility
Urgency
The Ask
Donor-centered Copy

The letter also successfully addresses the age-old question: How long should the appeal letter be? Easy enough — just long enough to include all of the five points listed above and tell the story.