Some of the top direct marketing fundraisiers write their letters as if they were writing to their mother. This is probably very good advice. Do you want them to sign a direct debit. Remember, you are asking them for money. Try and be specific.
People are more inclined to give to specific projects rather than to vague concepts.
Try to make what you are saying as clear and simple as possible. Say complex things with as much simplicity as possible. Make donation forms easy to understand and to fill in. All great truths start as blasphemies' - GB Shaw. Use every opportunity to be innovative .