The Salvation Army - This is a true story...

I was asked to write the annual Christmas Appeal mailing. Homelessness was the chosen theme, so I took myself down to a Sally Army hostel in Westminster. Extraordinarily, within earshot of Big Ben, here was a hostel crammed with people looking for shelter. I spent an hour there and came back and wrote, with some anger, a letter that came from me personally, rather than the usual signatory. We made sure it went in a dull manila envelope. The results from the first mailing were spectacular, so much so that the letter was changed every Christmas to update it: this one, still signed by me, talks about centre in leafy Cheshire. It was turned into a successful door-drop too.