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

Relevance to your audience can also be geographical. Many people subscribe to the belief that "charity begins at home" and are more likely to give if they feel their gifts will be used to make a difference in their towns or regions. For example, the proposition "Your gift will provide a meal for a homeless person" works much better if presented to residents of the West Midlands as "Your gift will provide a meal for a homeless person in Birmingham." The more you can tailor your proposition to your audience, the better it works.