The 10 Commandments for Optimizing Fundraising Success, Part 1

Think about it: When you get mail branded by a bank or organization of little interest to you, you toss it in the recycling bin, right? But if you get an envelope with nothing but your handwritten address, you're intrigued as to whom it's from and open it.

Once inside, it's all about resonating with the donor. Again, context plays a vital role. You can send a seven-page letter or a one-page letter as long as it's in the right context.