I recently received a letter asking me to donate to the (private) university I attended.
The basic technique is
- Trigger some nostalgic memory -- "Remember the warm spring days spent playing Ultimate Frisbee etc"
- Make you think that if you don't donate money, incoming students won't get the same memory. Tie it to specific students if possible. -- "Incoming freshmen depend on your donations to sponsor activities such as ..."
I do love my university, but they are a for-profit corporation, and they did already get a very large amount of money from me while I was an undergraduate. I don't feel the need to go tithing.
To see how silly this letter is, let's imagine another for-profit corporation doing the same thing: