Five Sullivan Brothers - They Did Their Part" poster
The pattern
This still is filed under Donor guilt appeal.
Define
The donor is asked to feel the cost of not giving, then given a precise act that relieves it.
Mechanism
Obligation then release. Close kin to problem-agitate-solve, aimed at a gift rather than a purchase. Handle with care.
Verdict
The need is real, the ask is specific, and the donor can act today.
Why it works
It juxtaposes the tragic reality of their "missing in action" status with a happy photograph of the brothers, evoking immense guilt and duty. The five stars represent the magnitude of a single family's sacrifice, implicitly shaming the viewer into doing their share.
Steal this when
You need to motivate action by highlighting the extreme sacrifice or outsized contribution of others.