Not to Be Rude ... but What's in It for Me?

Before putting pen to paper (or more likely, fingers to keyboard) to start writing a direct-mail letter, e-mail appeal, newsletter, radio or DRTV script, website copy, or assigning the project to an agency or freelance writer, write out the answers to the questions I’ve raised about what you have to offer. With this information, the actual writing is easier and the end result is more likely to communicate to your potential donor.