The 10 Commandments for Optimizing Fundraising Success, Part 2
4. If your letter's opening line doesn't engage donors … you're screwed
"You're not in the writing business," Gaffny said. "You're in the interest-building, motivating and selling business. Unless you build interest, motivate or sell, you've failed."
To build interest, motivate and sell, he offered these tips:
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