a) The audience is Indiana University graduates who were previously scholarship recipients themselves.
b) The purpose is to encourage these alumni to donate to a specific scholarship for those in the greatest financial need.
c) What is unique is that the email conveys a great deal of information in a visually appealing, user-friendly way. Despite the large amount of text, it is easy on the eye, feels balanced, and has a generally "warm" feel about it.
Submitted for Writing Workshop