Simple and straight forward does the direct-marketing trick for this 100-year-old organization for the visually impaired.

By Margaret Guellich

Asking for money
One fundamental ingredient in an appeal letter is the “ask” — or several of them. The rule of thumb is that at least one request for money must be on the first page. This letter from Lighthouse accomplishes that, and then on Page 2 cites several examples of what a gift will do: help a grandmother live independently and maintain her dignity; allow a disabled child to attend a Child Devel-opment Center; help a blind teenager learn to use public transportation and a computer. The prospect might only be able to identify with one of the examples, but that’s all it takes.