FOCUS ON: LISTS Feeling Exhausted? Your prospecting lists — and you — can get a much-needed pick-me-up with an influx of nams from commercial files.

Unique selling proposition
In a commercial letter, the unique selling proposition shows the prospect the one clear way the product is superior to its competition. It distinguishes itself from the pack. Nonprofits can follow this lead by separating and distinguishing themselves from similar organizations in donors’ minds. This is critical when the organization’s identity isn’t well known, or its mission overlapswith a competing charity.