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

By Margaret Guellich

Urgency, credibility, need
Halfway down the first page, in just two short sentences, Lighthouse rolls urgency and need together so quickly that the prospect barely recognizes that he’s being asked for money.

In the only long-ish paragraph on the first page, Lighthouse lays out its mission and establishes credibility. The prospect learns that Lighthouse helps tens of thousands of people with a wide range of services — and it depends on the kindness of “caring friends like you” to make its work possible.