To get men worked up over your cause, appeal to their sense of competition.

By Christine Weiser

Scott Wood, director of annual giving for the National Law Enforcement Officers Memorial Fund, echoes the importance of concise, targeted language.

“We’re unusual because we have almost equal men and women in our files,” Wood says.

Although the organization doesn’t necessarily target men specifically to donate, it has such a high number of male donors because it keeps its communication mission-based, he explains. A recent survey of NLEOMF supporters revealed key words that resonated especially well with them.