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

Tell me a good story, but don't only have a happy ending
It's important to show your donors that you — with their help — are making a lasting difference. A story helps your supporter visualize the value of the work you do. But avoid "and they all lived happily ever after." When you tell a great story of success, be sure to broaden it out and remind donors that this is a wonderful example of the good things their support makes possible, but that there are many more still waiting for this same "happy ending." It's easy to be excited about the good things we've done (and we deserve to be), but keep in mind that donors only know what you tell them. They may not realize (or take the time to remember) that there is still more to accomplish — and with their help, you will make that happen, too — unless you show them the need.