Citymeals on Wheel’s audience are people (largely, but not exclusively, in New York) who want to help support NYC’s elderly population. This email led off Citymeals’ summer campaign — the first of their fiscal year. This was a new email concept for Citymeals, featuring a trivia question in a multiple choice graphic. Clicking on the answer options leads to a duplicate of the general donation form, with the header title revealing the correct answer and subheader copy briefly expanding on the story. This is a warm, fun engagement email, with a backend donation opportunity.