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

Some folks might be thinking, “Oh, that only applies to human-services organizations that deal with emotional issues, but not to my organization.” Not true. Whether you work for an environmental or animal-protection group, a public-policy think-tank, an arts organization or a public radio or television station, you will be more successful in your fundraising efforts if you communicate to your donors’ hearts. Every organization has an emotional hook upon which to base its communication efforts. Find yours.