11 Commandments of Fundraising, Part 3

Commandment No. 8: Thou shalt remember that people aren't readers
It's not the length of your letter, e-mail or newsletter that can keep people from reading about your needs and the proven solutions you hope they will fund. Most people read what interests them, even if it's more than a few paragraphs. What they set aside is something that looks like it's just going to be too much work to read.