That's the main question to ask about your fundraising, as posed by The Agitator.
Did you make it about the donor? Did you make it clear that sending a gift would enrich and empower them?
Fundraising that doesn't do well, usually fails because it's not about the donor:
... if your returns are disappointing, you probably weren't standing in your donor's shoes when you (or your henchmen) crafted the appeal. What did your appeal promise your donor that would have made him or her feel good about giving? As you re-read your messaging, if that promise doesn't hit you hard, right in the chest, then your problem is clear.
That trumps all the other questions people get focused on:
- Was it on brand?
- Was the message too short or too long?
- Too much passive voice?
- Enough underlining?
None of those things matters anywhere near as much as Did we make them feel good?