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

By Margaret Guellich

The P.S.
Words such as “gift,” “today,” “hope” and “heart” are strong motivators, and Lighthouse captures them all in the postscript — along with the all-important “thank you.”

The reply form
Very often, a prospect will pull out the reply form and return envelope from a mailing and set them aside to be dealt with when she writes checks to pay the rest of her bills. In this area, this mailing loses a little of its effectiveness. Lighthouse’s reply maintains that simple, straightforward look, but it falls short of the emotional strength of the letter.