A Blast From the Past: 25 Tips for Better Fundraising Copy (January 2010)

3. Ask, "How would The National Enquirer write this?" The Enquirer knows the value of the amazing, the lurid, the outrageous, the unexpected — and it milks it. Are you doing that, or are you imitating "respectable" journalism, purposely keeping it as colorless and purely factual as possible? Guess which approach gets more readership — and raises more funds.