What if you did a mailing along these lines:
You've heard of the "luck of the Irish"? Well this St. Patrick's Day, families at our shelter could use that sort of luck.
The winter and ongoing recession are taking a toll on families like the Smiths.
Would you give to the Shelter's Pot of Gold Fund? Money from this fund will be used to help them pay for the security deposit when they find stable housing.
Stable housing is there for them, somewhere over the rainbow. Would you help?
Sure, I may have hit it a little hard, but you get the idea.