Why Don’t People Read Your E-mails or Letters?

If donors and prospects don’t read your nonprofit e-mails and direct-mail letters, then you certainly won’t raise money. Although that’s stating the obvious … sometimes it’s worth repeating. So what’s a big reason they aren’t reading your appeals? Answer: Because the content doesn’t trigger the brain to read. Therefore you have to pull the correct trigger.

What’s that? It doesn’t “trigger the brain” to read? What is this trigger? One of the most effective triggers is to begin by sharing a problem.