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

By Margaret Guellich

The letter also mentions specific gift amounts, but it does it in a way that isn’t too pushy. In the same sentence, the letter reminds the prospect in simple language that Lighthouse is the single most important resource for people who are blind. This one sentence reinforces the organization’s mission while still remaining donor focused.