The 10 Commandments for Optimizing Fundraising Success, Part 3

7. Use all five basic human motivators
The five great human motivators, Gaffny said, are fear, greed, guilt, exclusivity and the chance to be God.

Gaffny shared an example of a letter from Paralyzed Veterans of America that hit on all five motivators. It read:

"These beautiful holiday address labels I've enclosed today are a free gift to you without obligation.