Pronoun power

In his book How to Write Fundraising Materials That Raise More Money, Tom Ahern encourages fundraisers to take their fundraising communications and circle in red every instance of the word "you," including you'd, you'll, your, you're, yours, yourself, you've.

This is a fantastic and simple idea to ensure your communications are truly donor-centered.  Not only should red circles dot the page all over, there should be at least one "you" in every paragraph, ideally in the first sentence. 

Also remember that the letter should feel like a letter from a friend.  So as much as possible, avoid using "we" to speak for your organization.  Use "me," "my," "I" and the name of the organization when discussing its work.

But remember: it's not about you or your organization; it's about your donor.  Your donor doesn't give to your organization, your donor gives through your organization to affect change that she believes in.