Creating a Strong Direct Appeal Letter

Creating a Strong Direct Appeal Letter

It’s a delicate thing asking for money. A direct appeal letter needs to quickly capture the readers’ attention, answer why they should support this institution, ask just the right amount of times, and ask clearly in a call to action, all the while being engaging, warm and straightforward.

Recently, we created a direct appeal letter for Cohen Children’s Medical Center, a renowned stand-alone pediatric hospital on Long Island, New York. What was unusual about the letter was that it was highly designed, as well as carefully written. Through content and visuals, the letter accomplishes a lot—it alerts the reader to the national standing of the hospital and features an innovative neurodevelopmental division. It also provides some history to this extraordinary facility and provides an attached reply device. Design-wise, it further echoes a larger advertising campaign, featuring some of the tag lines and photos from that marketing campaign without merely mimicking the ads themselves.

> If you need help creating a direct appeal, give Lazzaro Designs a call or shoot us an email.

Posted Under: Clients, Design, Development, Direct Mail, Editorial, Hospitals, Nonprofits

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