Why Long Fundraising Letters Outpull Shorter Ones: Excerpted from The Fundraiser's Guide to Irresistible Communications: Real-World, Field-Tested Strategies to Raise More Money
Aunt Ruth was smiling. Aglow with happiness. I couldn't figure it out.
My 79-year-old aunt had just brought in the day's mail. There was a lot of it, including several fundraising appeals. She threw one away unopened. The others she set on the small table next to her comfy chair. Smiling. The whole time.
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