The 10 Commandments for Optimizing Fundraising Success, Part 2

One word of warning, however. Gaffny said stories don't work quite as well for national health organizations like the American Cancer Society. Why? Because we already know the cancer story — nearly everyone has been touched in some way by cancer. No story you tell us will change our view. So collection plate appeals work better for those type of organizations, Gaffny said.

5. Make it easy
Ask yourself, how easy are you making it for donors? Put it right there, Gaffny said. Make it easy to reply, easy to read, easy to digest and easy to respond. Is there a specific offer that jumps off the page? For example, the American Cancer Society used an outer with the teaser, "Incredible News! Your chance to make twice the difference!"