And the Winners Are ...

The action piece in the former is a green bar printout, while in the latter it’s the original file card — both asking the donor to 1) check the information and 2) send in a second gift (or initial gift, as the case may be).

The copy in the letters is less than scintillating, but our judges were pleased with it because “the letters do the right things to get the donor to make a special gift, chiefly by flattery,” Gold Awards judge Paul Bobnak says. “There’s a lot of use of ‘generosity,’ ‘loyalty,’ ‘steadfast,’ ‘generous,’ etc.”