20 power phrases that that will make your donor feel like the hero of your fundraising direct mail...

Almost everyone in fundraising agrees that the most powerful word in donor communications is the word "you". As in "you" the donor.

But sadly, too many non-profits fail to use it well.

There are some great blog posts on the subject, including Jeff Brooks' classic: Template for a Fundrasing Letter (make sure you read to the end), John Lepp's (Agents of Good) YouTube video Direct Mail Tip #5 - and Aline Reed's 10 most important words in fundraising (again, read to the end).

Clearly, a letter's "you" count is important. I aim to use the words 'you' or 'your' a minimum of 12 times on page one of a letter, and 15 times on the closing page; and have written several four page letters with more than 50.

But simply distributing the word 'you' around liberally defeats the object.

Your aim should be to have a letter that genuinely focuses on your donor. One that thanks and praises her for past support, puts her at the very centre of your work, and makes her feel like a hero for giving again.

So here they are, in no particular order . . . 20 useful donor centred phrases that will make your donor glow with inner pride. Try to use as many of them as possible in your next fundrasing letter. (Of course there are plenty more - feel free to add some suggestions).