I am a direct marketing professional with 30+ years of experience and a solid background in fund raising. You're approach is counter-productive. There are only 7 motivators that drive people to part with their money. "Guilt" is one of them but it only works when it is tied to one of the other 6. Back off - you are actually hurting the cause. I will donate my consulting services if you want to take the direct mail approach - and, yes - my check is in the mail.