11 Timeless Appeals for Profitable Fundraising

by Dean Rieck

To some extent, all marketing is based on emotion. Whether you're buying a car, a mutual fund, or a can of cheese spread, emotions play a part in the decision-making process.

However, nothing relies on emotion quite so much as fundraising. How people feel about your cause will determine how they respond to your marketing messages. While we humans are capable of an infinite variety of emotions, there are a few basic appeals that work particularly well in fundraising letters. Here are 11 of them:

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