If you want an immediate lift in your fundraising, there are only two things you need to do. 

  • ADD as much "you" language as possible (i.e. your, you)
  • CUT as much "we," "us," and "our" language as possible


That's it. 

As a litmus test, circle all the "you" language in pink. Your message should look as if it’s been doused in confetti—my take on #1 from Tom's Communication Audit

Before diving into A/B/C/D/Z split testing, SEO, or the latest social media trends, focus on this: YOU.