The 10 Commandments for Optimizing Fundraising Success, Part 2

The Boys & Girls Clubs of America is another good example, sending an e-mail with the subject line, "You Made The New York Times."

"It's all about the donor, not about us, our needs, but about what you do as a donor," Gaffny said. "'Our' is not as good as 'you' or 'your.'"

2. Share news without pussyfooting around. "If you have something to say, say it," Gaffny said. "Get right to the point of why you are writing and asking."