Effective Frontline Fundraising: A Guide for Non-Profits, Political Candidates, and Advocacy Groups

Crafting Your MessageStanding Out Among the Crowd

This chapter will focus on the development of a consistent, compelling message of need for your organization. While the content of your message will inevitably vary based on your institution’s goals and mission, there are still some basic guiding principles for how to construct an effective message.

Foremost, you need to capture the attention of the audience you are soliciting. This can be more difficult than you might imagine. Numerous organizations need money just as badly as you do. Always, be aware that there is significant competition even for the thirty seconds of undivided attention you ...