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.

Talk in human terms
Good commercial copy focuses on the prospect, not the product. We sell to people, one at a time. We relay human-interest stories and anecdotes. The same is true in nonprofit copy. Show the effect of donors’ dollars; find the human drama in the policies you’re lobbying for; describe the cost of failing to act now in human terms. Whether the funds are for a new building, a protected piece of land or research to find a cure, pull out the human story.