Strong Branding Brings It Together

An interesting thing to note is that the reply device for this mailing -- the detachable top portion of the 8.5-inch-by-14-inch letter has two ask strings. Both have the same dollar amounts listed ($36; $54; $72; $108; Other) but the first says "Yes! I want to support The Jerusalem Foundation and its work," while the second reads, "Yes! I'd like to make an additional gift to help displaced Israeli families." It ties in with the letter's message that TJF needs support to continue the programs it offers the people of Jerusalem, but there are those who need help above and beyond these ongoing services. The double ask string is a great way to send this message home and offer donors a chance to give more than they might have had this message not been made clear.