Extract from cold call letter to Marketing Director of PDSA. Personal letter, written on my own behalf.
To work for the PDSA, the charity 'for pets in need of vets'.
Success.
Dear Mr Thomas,
On the evening my kitten got hurt, I'd been down the pub with pals, singing 'I will survive' in finest karaoke fashion. I was in a good mood until I arrived home and saw my kitten, red gash down white paw, sitting in a corner of the kitchen.
I put my specs on. Realised it was no mere scratch. Phoned the vet. 10p.m. He came to his surgery straight away and operated. Severed tendon. 'Razor wire' he thought. Had I not been able to pay, had she been a stray, where would I have turned? To you, probably.
As everyone knows, pdsa promotes itself and its work most effectively. The simplicity and clarity of your message sings out loud and clear above the often mawkish and old-fashioned approach of so many animal charities. But why am I rubbing around your legs and purring in this unseemly manner? Because I want to work for you...etc