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They may say they want to read only short letters, but what they really crave are answers to their questions. And questions produce doubt or disinterest, the parents of inaction. If it takes an extra page or two to answer every question you can anticipate, increase the budget and stifle your natural tendency to keep your message short and sweet. The results will vindicate you.

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Donors are skeptical.

It is best to head them off at the pass by volunteering information about the unique character, the impact and the cost-effectiveness of your work. And they want proof you're really doing the things you say you are doing. Abundant details - facts - will get that point across.

An appeal is too long only if it does not convey the information that donors want.

Human interests sells - and probably doubly so in human service appeals. A story, especially about children, is a great way to humanize a fund raising letter.