Consumer-marketing practices have a place in fundraising. You just need to know how to translate them.

By Debbie Merlino

Then there are all those “soft” benefits. Some complain that soft benefits are harder to sell, but any copywriter worth his or her salt can make those seem just as desirable with a turn of a phrase. Recently I read an appeal letter for a public television station. It promoted its programming as being “a window to a world of the unknown.”