3 Wrongs in Fundraising Writing

Writing about the wrong person
"It's all about us" is the message of many direct-response appeals. One letter sitting on my desk came from a leading nonprofit and begins, "In my 18 months at {Name of Organization}, I became used to …" That's nice, but I can't relate so I'll move on to another request that is about me, too. (In fact, in this letter, "you" — as in "you the donor" — doesn't make an appearance until paragraph eight, near the bottom of the first page.)