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.

Benefits
Commercial copy abounds with talk of benefits the prospect will enjoy from replying. The same rule applies for nonprofit copy. A benefit is an aspect of a product or service that improves the buyer’s life. What benefits can a fundraising appeal offer to a potential donor? Here are a few: The donor will feel good about himself, get a tax break,participate because it’s the right thing to do, counter the effects of a sudden emergency, carry on work consistent with his values, make a difference in someone’s life, obtain a premium, and so on. Some of these benefits areintangible, so it’s good when you can translate them into something material.