Are You Using the Magic Fundraising Word?

Fundraising magic? You’ve heard it before: a magic word that will transform your fundraising. So, you dutifully make sure that word is everywhere. But maybe it doesn’t do as much magic as you’d expected.

The word "you" is magic, but there’s more to it than that.

Donor-focused writing matters

Of course it does. No one is that fascinated by your organization. (Sorry.) We always will be fascinated by ourselves, however. Our eyes go right to the word "you" because it signals to us that what we’re reading might concern us. “Pay attention!” it says. But we’re not stupid.