Direct Mail on a Limited Budget

Avoid using passive voice: "Donations are desperately needed." This statement doesn't clue the recipient in to the exact use of donations. Use active voice: "We need your donation desperately because ..."

2) An emotional appeal will out-pull an intellectual appeal. Logic has its place in debate. But we aren't debating with prospective donors; we're asking them for money and support. Effective direct-response pieces appeal to one of four great motivators: fear, exclusivity, guilt and/or greed. Fundraisers have an extra weapon: anger.