There are different directions the letter can go. I took the approach this morning of maintaining the core messages from the original letter, adding some urgency to the need, and streamlining the text overall to render it visually palatable. Specific changes include:
• Paragraphs are shorter, with text being left-justified.
• There is additional quantification, i.e. specific number of years and number of people supported over the years.
• Used a serif font, also to improve readability.
• Names of streets are removed to focus on the benefits Seven Acres delivers.
• The need for a friend is called out clearly with text underlining.
• The page specific for donations is mentioned specifically with a suffix of /friend. This way, people can go directly to the donation page and not get lost on the home page trying to find it. Seven Acres will need to work with it's internet support to set this up, but it should be easy for them.
• There is a time-based call to action rather than date on the letter. This provides some urgency to the request.
• Added a postscript. This is a typical direct mail technique that has proven results. I reinforced the concept of Seven Acres, a way to learn more about it, and repeated the call to action to be a Friend. I do not know if they offer tours, but it would certainly be a way to increase engagement among potential supporters.
The above represents text and layout. Of course, the actual letter should be produced on Seven Acres letterhead.