Don't Panic!

One of my favorite books is The Hitchhiker's Guide to the Galaxy (the movie doesn't do it justice), and one of the key principles of inter-galactic hitchhiking is "Don't panic."

That principle also applies to nonprofit management and writing appeals. It's easy to get caught up in your left - or logical - brain when you're in the thick of things, especially if your organization is struggling. But it's not logic that creates a vital connection with your supporters, it's emotion.

When you find yourself getting caught up in all the practical things that your organization needs money to fix - the heater, the computers that have viruses, the staff that need paychecks - don't panic!

Take a step back and look at the big picture. Your supporters don't want to buy you a new HVAC unit. But they do want to make sure that the constituents you're serving aren't so distracted by the cold that they can't get the help that they need from you.

So think about one of your constituents and how they're affected by not having heat or a working computer or a case manager, then write to your supporters about that person. 

Stir your donors emotions, and they'll be more likely to open their wallets to help your organization do the work you're so passionate about.