Selling point: good vs evil
Following the standard scare-mongering playbook of the fundraising Right, Weyrich launched his appeal with some horrifying eventuality that sounded both entirely specific and hair-raisingly imminent ("all-out assault on our traditional family structure"--or, in the case of a 1976 pitch signed by Senator Jesse Helms, taxpayer-supported "grade school courses that teach our children that cannibalism, wife swapping, and the murder of infants and the elderly are acceptable behavior"; or, to take one from not too long ago, the white-slavery style claim that "babies are being harvested and sold on the black market by Planned Parenthood"). Closer inspection reveals the looming horror to be built on a non-falsifiable foundation ("could become"; "is likely to become"). This conditional prospect, which might prove discouraging to a skeptically minded mark, is all the more useful to reach those inclined to divide the moral universe in two--between the realm of the wicked, populated by secretive, conspiratorial elites, and the realm of the normal, orderly, safe, and sane.
Weyrich's letter concludes by proposing an entirely specific, real-world remedy: slaying the wicked can easily be hastened for the low, low price of a $5, $10, or $25 contribution from you, the humble citizen-warrior.
These are bedtime stories, meant for childlike minds. Or, more to the point, they are in the business of producing childlike minds. Conjuring up the most garishly insatiable monsters precisely in order to banish them from underneath the bed, they aim to put the target to sleep.
Dishonesty is demanded by the alarmist fundraising appeal because the real world doesn't work anything like this. The distance from observable reality is rhetorically required; indeed, that you haven't quite seen anything resembling any of this in your everyday life is a kind of evidence all by itself. It just goes to show how diabolical the enemy has become. He is unseen; but the redeemer, the hero who tells you the tale, can see the innermost details of the most baleful conspiracies. Trust him. Send him your money. Surrender your will--and the monster shall be banished for good.