What's Above Your Fold?

Disabled American Veterans's letter has a personalized message to me at the top with swipes of yellow highlighter over it: "Kimberly, your contribution of $27 means so much to the 137,265 disabled vets in [your state]." Flipping past that I found a bunch of DAV's hallmark premiums, a daily planner, metallic "Made in America" flag stickers, and a coated sheet with a punch-out bookmark and credit card-sized calendar. All very colorful components and not much copy visible, it's all about the goodies.