Make Members’ Needs the Urgent Appeal

Isn’t it funny how one word often can instill an emotion — be it fear, empathy, concern, anger, etc. — in the heart and mind of the person who sees or hears it?

The outer envelope of this mailing sent by NARAL Pro-Choice America has a red horizontal bar above the address box that reads: “URGENT MEMBERSHIP RENEWAL.” The word “urgent” makes the mailing suddenly a hot potato that needs to be opened and read instantly.