The hardest thing to do in fundraising is to think like a donor. Let’s face it; thinking like other people is just plain difficult. Yet, getting this one thing right has the greatest power to unleash your donor’s generosity towards your cause.

Why is it so hard to think like a donor? How do we stray off course and lose our way? It’s easy. We get sidetracked with all the great things we want to tell our donors and we forget that the heart of our communication should be the exact opposite: it should be about the great work our donors have done...