Case Study: Spin 'Em a Yarn

“We wanted to bring it down to a human story level and ... tell stories of how people are involved ... and what it’s doing for them,” Fitzmaurice explains.

The letter strives to convey this message on the first page, stating: “A man joins a group of fellow bird enthusiasts in a marsh on Long Island one day late in December to count birds. His participation — along with 56,000 others — in Audubon’s Christmas Bird Count provides vital information to the longest-running survey and largest database in ornithology in the Western Hemisphere and helps guide our work to protect critical bird habitat.”