– You’re not writing to all of the people on your mailing list. You’re writing to the 2% or so who are fully engaged with your organization’s mission at the moment they are reading. That realization will focus your communication and get your message moving much faster.
– Donors aren’t giving “to” your organization … they’re giving “through” you.
– You count only insofar as you fix a problem your donors worry about … sustain or expand a solution they already believe in… and make them feel like THEY have made a difference.
– Actually, you aren’t all that important. Your mission may be important, but only to the few who think they are affecting change with your help.
– You’ll gain gifts only insofar as you convince people you’re giving them what they want… a feeling of accomplishment because they made a gift to you.
– Anger is usually more compelling than compassion. People give out of frustration that others aren’t doing something, convinced that they can (through you).
– Apply the “you” test to appeal letters: Circle every “you” in red. In the most effective letter, red will be splashed all over all pages.
– Cast out stats. You can never reason anyone into going the unreasonable: giving away their hard-earned money, getting nothing (concrete) in return.
– After you’ve made the case for your appeal, consider for one moment: What would happen if your organization did NOT exist? If your donors don’t know the answer to that question with scared certainty, you may as well not exist.