The Fastest Way to Ruin Your Appeal Letter

Appeal letters are on everybody's mind right now. You are probably right in the middle of your year-end fundraising appeal series — and letters are going out right and left.

I've reviewed a few letters from colleagues lately, and I'm seeing the same mistake over and over.

Don't beat around the bush!
Nonprofits are muddling the ask. They are not coming right out and saying what they want and need the donor to do. Some organizations actually seem reluctant to ask. And they beat around the bush, wandering around in their sentences, lost in their messages.