I like what the organization does. I’ve given to them before (in fact I still have a balance on a pledge I’m supposed to be paying). But when I stepped back from my knowledge of direct mail tactics and shed the fundraiser identity, and just looked at it as a donor – I felt insulted. Yes, I have limited time, and you want to use bold and italics to call my attention to THE MOST IMPORTANT STUFF in case I decide to skim. I get it.

But the letter made me feel like they didn’t trust me to read it – or care. Now, trust is the single most important thing an organization can establish with its donors. But it has to start with the organization – showing that you’re trustworthy, but also that you can extend trust right back.

Donors are your investors, not playground kids who you can condescend and trick into giving you money with strategic bolding. We don’t blithely throw money at you, especially in this economy. So treat us with respect. If I have enough affinity towards your organization that I opened the letter, trust that I will read it and make an informed choice.