Breaking Need Down, Nickel by Nickel
As a final touch, a small, 2-inch-by-2.5-inch yellow Post-It note affixed to the flap on the back of the BRE makes a final, nickel appeal: “Even if you can’t send a gift, please send back the enclosed nickel to show your support for victims of kidney failure. However, if you can afford a gift of any amount, please enclose it to assist kidney patients in need!”
Putting a clear call to action on nearly every element included in this mailing gives the effort a cohesion that makes its message truly resonate.
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