Fundraising appeals

Lessons from the Master (#1)

The story was writing itself and I was having a hard time keeping up with it.

(I received a copy of Hemingway's A Moveable Feast for Christmas, in anticipation of an upcoming trip to Paris.)

The sentence leapt out at me. Some stories are like that. Letters, too.

Which makes it so unfortunate when personal preferences get in the way. Somebody's rules. Like:
• get the ask in by the third sentence
• repeat the ask at least three times
• focus on the one most important thing you want to convey
• I'd never say things that way

There's a delicate balance between the science and the art of fundraising writing.

Unfortunately, sometimes experience (not necessarily scientific) gets distilled down to the formulaic.

Which at best begins to sound artificial. And at worst, will stifle the story all-together.