In making your fundraising case for support don’t just focus on the “what” questions: What do you ?  What difference are you making.  In their new fundraising primer Robert Demont & Philip Conkling remind us of the importance of the “why” question:  Why now?  Why for this program?  Why this amount of money?  They write: “The why question may be the last question you ask yourself, but it will be the first question a donor will ask you.”

See: “People Give to People: Simple Rules for Successful Fundraising.”