The Fundraising Reader

How to make your writing interesting

Tom Ahern, 2007

DOI: 10.4324/9781003145936-55

How to interest people: a checklist

Here’s a checklist of some things I consider when I write for donors or prospects:

• Have I said what amazing things the organization did (or would do) with their gifts? Did I mention worthwhile results? Real accomplishments?
• Did I link these accomplishments back to charitable giving?
• Did I celebrate the donor as the hero? (In other words, did I say in some fashion over and over, “This good work would not be possible without your help.”)
• Did I talk about the organization’s cost efficiency? (In surveys, donors often say that they believe charities are poorly run. And this already high level of skepticism is increasing.)

Am I ...