Why communicate? To spur action -- Setting your expectations : be pessimistic -- The almighty predisposed -- Making it interesting (mandatory) -- Secret to response : the offer is king -- Why your fundraising communications fail to get the results you want -- Writing your strategy -- On the delicate subject of committee & board approvals -- What is branding, really? -- Warning : you are an intrusion, too -- What interests donors -- Being donor-centric -- Communicating on all four wavelengths -- What the amiable side responds to -- Anecdotes bring your successes vividly to life -- What the expressive side responds to -- News story ideas : a checklist -- Sorting wheat from chaff -- What the skeptical side responds to -- Honesty and information : reassuring the skeptic -- What the bottom-line side responds to -- The emotional imperative -- Emotional triggers -- Choosing your emotional twin set -- Answering the most important question : why your organization matters -- Aren't sure why you matter? Here's a tip -- AIDA : formula for an elevator speech -- Making your case, step one : collect information -- Making your case, step two : answering the donor's three big questions -- Making your case, step three : telling your story -- The smallest case there is : your tagline -- Headlines : the critical importance of -- Making a weak headline strong -- Finding the angle -- Write for browsers -- How to keep them reading -- Do the ""you"" -- The dangerous ""and"" -- Will you ever be a good writer?.