I always tell nonprofits writing appeal letters to tell a story. One compelling, exceptional story.
Actually, you need TWO compelling stories. We’ll get to that in a minute.
Forget the data.
Forget the history of your organization.
Forget the explanatory prose about your processes.
Forget the list of all your programs.
Forget the superlatives about your longevity, awards, and so forth.
That stuff is compelling only to you. Donors don’t care. It’s just not relevant to them. At least not right away. Donors don’t have time to enter into all your self-indulgence.
Really, most folks don’t have time for you at all.