It's become pretty common for fundraisers to say that you is the magic word of fundraising.
But it takes more than just throwing the word around. Because you acts like magic only properly used, as noted at Hands-On Fundraising: Are you using the magic fundraising word?
If all you do is sprinkle that word in your otherwise organization-focused copy, you’re not likely to hold a reader’s attention long.
When the protagonist in my little story stops being the organization and starts being the donor… then it’s natural that the word you appears often.
Here's an unmagical use of the word you:
When you send your gift, we'll use it to change the world.
And here's the same idea with the magic included:
When you send your gift, you'll change the world.
Is it that simple? Almost.
Don't just sprinkle the word you into your fundraising. Make your fundraising about the donor.