Easier Said Than Done: The Magic Words of Fundraising

I don't want to encourage superstition, but seriously, these words pack a wallop; you might want to carve them into two large stones and plant the first one to your east and the second to your west so you'll never forget them or use them lightly.

The good word
You. The power of "you" comes from this fact: All fundraising is about one thing — the donor. Everything else — your amazing methodology and competence, your philosophy, your brand, your budget needs, everything — falls behind the donor in importance.