Easier Said Than Done: The Magic Words of Fundraising

â— "I like it."

â— "I don't like it."

â— "I would never respond to that."

If virtually any sentence about your fundraising contains the word "I," the evil magic will spread like Chianti on a white shirt. That's because "I" causes you to leave reality behind and enter a topsy-turvy world where up is down, big is small, foggy is clear — and you can hardly put three persuasive words together.