First of all an apology.
I know you didn't ask me to write to you. Yet, here I am - writing to you anyway - expecting you to give up a few moments of your time. You're probably just thinking. "oh dear, not another charity asking me for money."
If that's the case then I'm sorry."
That makes two of us. I'm sorry that in 2006 marketing communications can be so bad. Sorry that you think a four page letter (yes four pages) will take up "a few moments" of my time. Sorry that, having got to the middle of the first page, I'm being told
"But, to be honest, I'm never sure how I'm supposed to do this. I mean, what works for some people doesn't work for others. And the subject is so utterly appalling that for me to do it justice in a mere letter is unthinkable."
I'm sorry that you didn't contemplate some kind of segmentation of approaches. Sorry that you didn't take your own advice and ditch the idea of a visually unappealing letter. Sorry that the NSPCC which helps abused children is not going to receive the kind of funds they might because of the ineptitude of this execution.