Because It Matters: Avoiding the Not-So-Fab Four

So, first, communicate to your donors’ hearts, rouse their emotions, and you will be more successful than ever. You do this most effectively when you tell stories about lives being changed, about the negative consequences of some particular event or circumstance being overcome.

You might want to repeat the highlighting exercise described earlier, but this time highlight emotion-evoking words, phrases, and stories. Are you touching your donors’ hearts? Are you providing emotional motivation for your donor to give?