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The end of the letter again mentions those nine words: "And with nine simple words from our committed supporters, we've helped win the freedom of over 45,000 prisoners." Most prospects who get that far may have trouble not donating, and then filling out the famous blank card with the Amnesty logo that rides in the package.
Again, dealing with a timely issue in the teaser, International Campaign for Tibet says this on its #10 outer: "The true life case of cyber-espionage: Ghostnet, Tibet, and China" (Archive code #601-476865-0907). Running the campaign like a sensational news story, the letter and even reply card refer to this "cyber-espionage" story that many prospective donors may become fascinated by. The reply form, for example, does away with the standard "membership renewal" title and instead simply bolds and increases the type size of the first part of this sentence: "I understand rigorous security is expensive, but critical when cyber-espionage like GhostNet can lead to repression, imprisonment, and even death for people in Tibet."
Lastly, clearly some donors simply want to be recognized as well as shown the progress of the mission they've contributed to. The 5-1/2" x 8-1/2" self-mailer from Valley Performing Arts Center in Northridge, Calif., does both very well in its dual foldout effort (Archive code #602-717767-0907). Featuring pictures of contributors at a recent benefit for the arts center, as well as spotlights on four very generous donors alongside several small testimonials from other donors, underscores the community feeling of the project. A "message from the president," with her pleasant smile next to the message, furthers the sense of community and progress. Coupling this with multiple, dazzling four-color sketches of the arts center creates excitement and anticipation for the project .
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