The 10 Commandments for Optimizing Fundraising Success, Part 2

1. Appeal to your reader's self-interest. We are all most interested in ourselves, Gaffny said, so make it all about "you, you, you." For example, one Food for the Poor letter began … "Loving … caring … compassionate … these are words that we often use to describe our Lord. … Today, I use these words to describe you … Thank you. You are truly a special angel who has blessed many others. … This is who you are …"