The 10 Commandments for Optimizing Fundraising Success, Part 2

GAVI put an interrupting thought on its outer envelope. Through the window you could see a penny, and the teaser read, "Imagine if the life of a child you love depended on the flip of this coin."

5. Tell a story. "It's the single most powerful tool at our disposal," Gaffny said. He said he's a huge believer in dialogue because people are naturally nosy and love to eavesdrop, and dialogue right away with no preamble is very powerful. He also said using pictures is a great technique, because we all know a picture is worth a thousand words.