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

By Debbie Merlino

While the overarching reasons to give might not have changed in the last 12 months, your latest appeal letter should tell donors what you’ve done with their previous donations, how much progress you’ve made recently and how your current efforts would benefit if only they made a gift right now. Why should they give today and not next month, or even next year?