Needs, Wants and the Absolute Importance of Relevance

It turns out the organization doesn’t need all of the $25 million in three days, but there’s no reason given for the arbitrary deadline. Nor is the amount broken down into something a $25 donor can find emotional satisfaction in, let alone real meaning.

Most of the letter is fairly institutional in nature, describing the organization’s mission and what the result will be. But “our budget indicates that we must raise $25 million” was pretty much a showstopper, and it lost me with the lead.