Strike a Match

Notice the message touches on every aspect of the campaign — a direct story from a child KHP serves, a direct ask, demonstrating what “buying time” actually provides and a mention of the matching gift provided by dairy manufacturer Parmalat Canada.

Another e-mail on Dec. 31 follows a similar template. With the subject line, “Give now: It’s not too late. Stand up for kids!” the e-mail has the tagline, “Please give before it’s too late,” with an image of a girl out in the snow. Another short, five-paragraph message follows, with the same buttons and prompts as the earlier e-mail: “Your generosity is critical in helping transform a young person’s life forever. Please make a difference!