Does Your Messaging Pass the ‘You’ Test?

“Gaze at the results. If you see red circles all over the place, you’ve passed the ‘you’ test.

“If you see few red circles and there are large spaces without any circles, you’ve failed. Passing the ‘you’ test means you could raise lots of money. Failing the ‘you’ test means you won’t.”

— Tom Ahern, in his book “How to Write Fundraising Materials that Raise More Money” ($24.95, Emerson & Church, www.contributionsmagazine.com/books/writing.html)