Fundraising letters that talk of the plight of millions of starving people in need of help tend not to work as well as those that focus on the suffering of one person. That’s because it’s hard for people to personalize such large and overwhelming issues. It’s also hard to understand, as a donor, how my $25 can help save millions of starving people.
Instead, tell the story of one starving child, and how a gift of $35 today will feed her for an entire month. I can understand that, and I can connect emotionally with her too.
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