The 10 Commandments for Optimizing Fundraising Success, Part 2

3. Be personal — show 'em you know 'em. Use your data, and trust in that data when communicating with donors. Personalize messages and mention milestones and past actions.

4. Hit them with an interrupting thought. Gaffny said children are great at this, just blurting out something from left field. For example, an Oxfam America letter began, "Here's what you won't find accompanying this letter …" Paralyzed Veterans of America used the opener, "35 years ago they said we were nuts!" And Covenant House used this interrupting thought: "I just saw God a few hours ago. He came unannounced to our shelter, right before dinner, a not-too-tall, not-too-clean kid dressed in dirty sneakers and a rumpled dungaree jacket."