Easier Said Than Done: The Magic Words of Fundraising

All these things can add up to a screwy perception of what matters in your work that is not in any way like your donor's perception. That's what makes you go wrong.

Here are some of the most common forms of damage "I" inflicts on fundraising messages:

Happy talk. You like to outline your successes. You're motivated by your own competence; donors are motivated to solve problems, not reward your excellence. Any description of the situation that makes you feel good is going to be dull and unpersuasive to your donors.