Shall we be more tender with our dollars than with the lives of our sons?' W.G. McAdoo, Secretary of the Treasury Buy a United States government bond of the 2nd Liberty Loan of 1917" poster
The pattern
This still is filed under War-bond ask.
Define
Money is requested as duty. The instrument is financial. The motive is belonging to the effort.
Mechanism
Civic purchase. The buyer is not shopping. They are enlisting with a wallet. Price is framed as participation.
Verdict
A public or communal instrument needs wide subscription and the stake is genuinely shared.
Why it works
The headline uses a rhetorical question to shame the reader out of financial hesitation by contrasting the 'tenderness' of hoarding money with the harsh reality of losing sons in war.
Steal this when
You are fundraising and need to overcome price resistance by comparing the monetary cost to a much higher moral or human cost.