Thinking about 'truth' as a capital T and noting that giving and the act of are linked with this type of truth, its interesting to note that even the most honest of organizations have to survive. This also brings up the argument of the ethics of manipulation within this context. Hopefully charities are doing well and thriving that are doing 'good', but to me its always seemed that the emotionally attaching aspect of language and meaning is highest associated with the giver.
There is a strong sense of guilt created with this type of language and that guilt is very very powerful. Once guilt has been created through letters as mentioned by Myers, or phone solicitations and what have you--its reversal is its release. So the language it seems, is geared toward the release of this type of guilt toward the giver.
Taking this one step further, the people who can obtain those feelings of good for the long-term charity investment are often those with wealth. This separates the two aspects of this kind of altruism even further to the person who can alleviate their own sense of 'guilt' to help others and the person who cannot.
Where I disagree with Myers is in what form of emotion the rhetoric of these letters seeks to promote. I believe that these type of letters introduce a sense of guilt over a sense of pity. I believe this because some of our best actions are generated from guilt: apologizing and reconciliation, re-examination of the self, and help to others. It's not guilt with a capital "G" but a form of it.
How this relates to a project I'm really not sure. I've been struggling recently in thinking about possible projects. I've been investigating thoughts of working with the rhetoric of developing assignments as discussed previously but have been having a hard time finding literature on it. More freaking out to come in 505 this evening...