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To accomplish this seemingly unlikely objective, your appeal needs to be built on the psychology of giving. Forget your organization's need. Instead, focus on the needs, the desires and the concerns of the people you're writing to. Your job is to motivate them.

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People send money because you ask them to. Public opinion surveys and other research repeatedly confirm this most basic fact of donor motivation. "I was asked" is the most frequently cited reason for giving. Moreover, the research confirms that donors want to be asked. Focus group research also reveals that donors typically underestimate the number of appeals they receive from organizations they support. These facts help explain why responsive donors are repeatedly asked for additional gifts in nearly every successful direct mail fund raising program. When you write an appeal, keep these realities in mind. Don't allow your reticence about asking for money sound apologetic in your letter.