Easier Said Than Done: 25 Tips for Better Fundraising Copy

5. Show, don't tell. You've heard this in every creative-writing class you've ever taken. It's good advice. It's easy to assert that something is sad, or great, or special, or cutting-edge. It's more persuasive to give the facts that add up to those things.

6. Overdo it. Be too dramatic. Too emotional. Too strong. Eight times out of 10, you'll realize later that you didn't overdo it at all. The other two times — well, it's a lot easier to tone it down than it is to pump up weak and underdone copy.