YOUR RED CROSS IS AT HIS SIDE" 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
The spiritual/ghostly depiction of the Red Cross workers frames them as guardian angels. The soldier's smile and the cup of coffee/soup suggests the comfort of home brought to the front lines.
Steal this when
You are asking for donations to support a proxy who provides direct comfort to someone the donor cares about.