Donors Are Different — But Some Things Never Change

I want to know you are interested in me
Probably since cave dwellers drew pictures to communicate a wonderful opportunity to help save the mastodon, potential donors have asked, “What’s in it for me?” Oh, very few come right out and ask that, but they do wonder if this charity is interested in them or just in itself. Too often, fundraising letters, newsletters and e-mails read like a bad date: “We did this and we did that, and we’re really good at the other thing …” OK, but why does this matter to me?