Direct Response That Breaks Through: Capturing Attention (at Least for a Minute)

Show me what part of the problem I can solve
There are huge needs that deserve support, but it's critical in direct response to tell the donor what he or she can do about it. Let's face it: Most of us know that on our own, we can't solve world hunger, global warming, animal cruelty or your budget crisis that requires millions of dollars. Frankly, we're just trying to figure out what that funny noise is when we start the car. Be sure you serve up the problem at a manageable — and believable — level. Tailoring the ask amount to the donor's last, largest or average gift is fairly common, but if you can't do this, breaking down the problem to a level a donor can relate to gives assurance that what he or she does matters.