The fundraising campaigns and propositions that are the most successful, and the charities that have the most positive, beneficial relationships with their supporters, are those that make the most direct connections between their supporters and their work.
That's why I usually try to cut out as much of the other stuff in between - because I know that what really interests donors is the difference their support makes, not all the steps that the charity is going to take along the way to make that happen. (If you've ever gone to sleep halfway through a letter about 'capacity building', you'll know what I mean.)
So, when you're working on the direction for your next campaign, or the next time you're looking at some fundraising copy, do what I do and adopt this mantra: Not how, but what.
It helps focus my mind on keeping the right balance between how you're going to use the donor's money to make a difference and what that is going to achieve; what positive difference it will make. (This can also be re-phrased as, 'what's the net effect?', or 'skip to the end'.)
Try it, and teach it to others. It will make your fundraising more successful.
And remember, every rule has its exceptions. There are times when a little more of the detail about how you're going to do it actually makes for a really engaging, inspiring, motivating story. Just always make sure the what doesn't get lost in the detail.
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