Columnist confesses: 'I Read the National Enquirer!'

But it’s a superb example of a publication that’s hell-bent on being read. That’s a quality every fundraiser should cultivate.

I’ve spent a scarce amount of time studying the Enquirer, and I’ve found what I think are the keys to its power.

Compelling headlines
This is where the Enquirer’s writers really earn their salaries. They understand that without powerful headlines, you don’t draw many readers into your stories.