All the feels: Emotion is an output

You are in the emotion business.

Emotion should be an output for everything you put in front of your donor. Do you want her to feel passionate, angry, relieved, grateful, joyous or sad? You need to know what you want her to feel.

So before you write your next letter, email or Facebook post, think about how you want Mrs. Johnson to feel when she reads it.

Start with the emotion. The rest will follow.