Too often fundraising appeals emphasize what the charity needs, not what the supporter wants. Customized, strategic communication should focus on identifying and building relationships to increase donations and support.

Who are your fundraisers? What is the demographic makeup of your supporters and how could you personalize your appeals?
What motivates them to support your cause? Infuse emotion into your messages to inspire your supporters to act.
When is the appropriate time to ask for donations? What are the best times to reach your donors to maximize response and support? 
Where is your next big gift coming from? How can you identify major gift prospects and how to motivate existing donors to give more?
Why should donors support your cause? Show the impact of your work to encourage supporters to give again and again.

(Adapted from an email message)