Easier Said Than Done: 25 Tips for Better Fundraising Copy

10. Annoy yourself. You are not your donor. That's one of the most important truths you can know, and it has a dramatic side effect: Messages that motivate donors very often will turn you off. Learn to make your own distaste a good barometer for effective fundraising.

11. Use a cliché or two. There's a reason clichés catch on. They express things that people often want to express — in short (and sweet) ways that are easy (as pie) to remember. Fundraising isn't creative-writing class; you aren't going to lose points for lack of ?originality. However, you will get extra credit for motivating more people to give.