3 Wrongs in Fundraising Writing

Tell your donors up front how important they are to your program. Explain how they make the work you do possible and the results you talk about a reality. If you don't tell them that they have a vital role in your work, don't expect them to figure it out and make donations.

Writing from the wrong person
Regardless of who signs your letter or e-appeal, make sure that person's humanity comes through in the copy. "Our president/CEO would never say that" is a too-common response from nonprofit staff. That may be true but he/she probably should say it.