The Devil (and Second Gift) is in the Details

Also included across the top of the letter is the slogan and three primary ministry initiatives. Under the masthead is the donor’s gift history, which includes “amount of last gift,” “date given” and the “year-to-date total.”

Beyond the standard copy and branding elements is the letter’s functionality. The bottom third is a detachable reply card, and donors are encouraged (ever so gently) to return it with a new gift.