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

By Margaret Guellich

Then the guilt kicks in: “People with serious vision problems are unable to do many things that most of us take for granted … “ But it’s carefully worded guilt that allows the reader to feel grateful for the sight he has rather than so guilty that he stops reading.

Before the prospect is even a quarter of the way through the letter, the essential element of emotional, donor-centered copy is already met.