What's Above Your Fold?

Here I don't name names, but in several cases the first and only thing I saw when I thumbed open the carrier was either a return envelope or nothing more than a logo and "Dear Friend" or "Dear Ms. Seville." The letter copy was all below the fold, hidden.

For thumb-through donors, they missed your great opening. All that angst over getting the copy just right to make your offer as compelling as you can, and your letter doesn't get read.