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

By Debbie Merlino

Benefit-oriented messaging
Now that you’re busy rewriting that appeal letter, take an even closer look at the reasons to give. Does your letter go on and on about whales, or dolphins caught in tuna nets, or bears in India? While this might be central to your mission and should be the cornerstone of any fundraising letter, don’t forget about what’s in it for potential donors. Why should they give? What will they get out of it?