Oxfam are looking for financial support from the reader. The reader needs to be convinced there is a strong reason to commit to Oxfam if they are to hand over part of their income. This is why a large part of the letter is dedicated to doing this.
The various projects Oxfam helps to fund are laid out with basic detail given. Much of the article contains disturbing information which the reader may not be aware of. Much of this may shock the reader, shifting him or her into a snap decision to help Oxfam simply through surprise.
Geographical information is given that describes how the work will help now and in the future, “Planted over large areas, they help stimulate local rainfall.” This information assures the reader that Oxfam’s plans are well thought out and researched and aren’t simply ‘dream plans’ that are completely unfeasible and only there to gain interest from possible donators.
The reader is assured that Oxfam’s work is “a real investment for the future.” This assurance is needed because a financial commitment is something few people will do without a good reason.
The insignificance of the size of a £2 monthly donation is reinforced often throughout the passage. Repetition of the word “just” in front of the value is one of the ways the writer does this. The writer reinforces the trivial size of the cost further by comparing the daily donation to “[less than] a box of matches.” In the same sentence alliteration is used, “poor people,” to make the sentence stand out.
The letter is very finely fashioned; short paragraphs keep the readers attention far better than large blocks of text – these simply put people off reading a passage. The language used has been picked with precision. For example, “gift” has been used because it suggests something more personal and generous than “donation.”
The fifth paragraph is in bold, green text. It instantly stands out and it strikes the reader as an important part of the letter. It summarises the first part of the letter and goes straight to the point: a gift from you will enable a great deal for the third world.
Throughout the letter more cases where Oxfam help out with financial support are outlined. Twice more, parts of the text are in red, bold font. The three parts follow the same simple structure. This is a repetition of important points with the different reasons stacking up to make a very convincing case.
Oxfam covers all the potential problem areas. The one last thing that may stop a possible donator actually donating is the trouble it takes to actually send off a cheque. Oxfam deal with this by including a Freepost envelope and a free pen. This means the reader can simply fin in the form there and then without having to move off the spot.
At the end of the letter, another personal touch is added as the Director of Oxfam includes his name.
