'And I Should Support You ... Why?'

The fundraising proposition transcends medium, culture and class. Sometimes it's given to you on a plate. Other times it's hard work to uncover it. But one thing's for sure: It's fundamental to a successful fundraising campaign.

The increasing number of fundraising channels available whets the appetites of fundraisers all over the world, yet they yield little if the case for support is weak. As disposable income comes under pressure and advertising messages increase, it's simply not enough to say that "your donation will make a difference."