Mazon is one of my favorite charities. (Don't worry, I have loads.) I just got a Happy Passover e-card from them. It was really nice and sweet. And it didn't have pictures of starving crying children. It was just a nice card wishing me a happy holiday.
There wasn't even a link to donate to them.
I was so happy with how well the card was done, I immediately went to their website to donate to them. As did my flatmate.
Sometimes soft sells just work.