Reflections on 10 Years: October 2005

• “Stop trying to prove your mission with facts. That gets to the wrong side of your donor’s brain, if at all. Get into your donor’s psyche with a story, because right next to the donor’s story lobe is the check-writing lobe — and they are closely connected.”

From Tom Hurley, president of the not-for-profit division of DMW Worldwide (In the Trenches, “9 Habits of Successful Direct-Response Fundraisers”):