A fundraising appeal without a compelling case for giving is just words on a page.

For fundraising appeals to indeed appeal, fundraisers must master the art and science of
creating a rock-solid case for giving—persuasive content that inspires donors to give and
give now.

Fundraisers can no longer rely on “we need your donation” as a persuasive argument.
Just saying your organization needs support is not enough, particularly in an economic
climate when donors are making hard decisions about where to invest their
philanthropic dollars.

So what’s the secret? Follow these eight steps to a winning case for giving: Step 1: Think Like Your Donor

Step 2: Tell a Story

Step 3: Avoid the Magic Black Box

Step 4: Answer the question “Why Now?”

Step 5: Answer the question “What For?”

Step 6: Answer the question “Why Says?”

Step 7: Be Credible

Step 8: Make It Channel Appropriate Read the excellent attached little document from Network for Good to improve appeals.