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

By Margaret Guellich

Lighthouse, which is celebrating its centennial in 2005, maintains professionalism throughout this appeal. It’s got 100 years of integrity and experience behind it, and this simple two-page, two-color piece reflects that as surely as a trip to Lighthouse’s headquarters in New York would.

Margaret Guellich is the senior director of development for the American Life League in Stafford, Va., a long-time professional fundraiser and a member of the FundRaising Success Editorial Advisory Board. She can be reached at mguellich@all.org.