Here's good advice from Guerrilla Marketing for Nonprofits: Me Marketing vs. You Marketing.
Fundraising that focuses on the organization (and seldom works is "Me Marketing." The kind that works focuses on the donor: "You Marketing." You do it like this:
Put the people you want to reach into the picture and they will pay much closer attention to you. Every sentence needs to be about the reader and how their involvement will make a difference in your community. As you write your first draft of the copy on your website or brochure, start all your sentences with the word you. As you write and after you edit, you will have a very compelling message that resonates with your readers.
Amen. It takes a little more imagination to do You marketing. And it works best when you actually know who the You is. But it's how you do fundraising if you're serious about raising funds.
Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you'll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. 
