Strike a Match

Beyond the reach, the package itself conveyed the proper tone.

“The emergency appeal was effective because it was communicated in a timely fashion. The subject of the package was being played out in the news, on TV and the Internet. It was happening right then and there,” Laudano says. “The timeliness and the emotion of the tragedy, and how it spoke directly to the mission of the organization, that was the secret to this appeal.”