Fundraising Letter Design

The designer of a charity fundraising appeal explains her choices on Flickr:

This letter was designed to evoke the holiday spirit of giving in animal lovers. Each year the Lake Shore Animal Shelter asks its members and the community to help homeless animals by donating money to their no-kill shelter. The piece needs to stand out amongst all of the charities seeking funds at this time of year. I decided instead of using many pictures of various dogs and cats they care for, to use only one dog on the page allowed me to make him large, and be the focal point of the piece. This has a lot more impact and is very visually appealing.

I'd be interested in seeing more reflections like this. More often than charities realize, words can be the least important part of an effective fundraising appeal.