But this mailing is a prime example of the imaginative work that is moving charities up the creative ladder.
The pack eschews the cliches associated with the sector. There are no puppies and no 'shouldn't you be feeling guilty?' outer line. Instead, we have a tracing paper envelope and, visible inside, a real bootlace with the line: 'This isn't just a bootlace'.
The bootlace, we're told, is the same as one used by two teenage boys to strangle a baby squirrel - a grim story, made even more poignant by the presence of the offending article. It's inventive stuff and compels you to read on.
The letter explains the RSPCA's role in educating kids and ending with the usual £2 a month request. Unlike a lot of mailings, this pack has earned your donations.
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