A big target, far from overwhelming supporters, can encourage them to give as much as they can to help you achieve it. But you have to be careful to describe the impact using individual case studies. People react to an individual much more strongly than a number.

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I designed a simple pack for this warm mailing for Orbis, with all the backup information appearing on the letter and the back of the donation form. Of course this could have been put in a leaflet, but in my experience, leaflets like this tend to actually depress response (and RoI). There is a danger that people get too  involved with the information and then forget about the fundraising focus of the letter and donation form...