Good journalists apply a formula to ensure that every story has all pertinent facts by always including “the five Ws and the H” – Who, What, Where, When, Why, and How. Notice that Who is first on the list. That’s a very important fact – Who is at the crux of the story?
Unfortunately, many fundraisers forget about “who” is at the crux of their fundraising efforts when it’s time to send out a big mailing. So much time is spent developing the offer, writing and rewriting the appeal letter; deciding on whether programs are accurately and adequately described; debating about which cuddly photos are the most compelling to use, that one vital element is forgotten…the recipient.