1. People give to causes, not to organisations
  2. Open hearts and minds first, then wallets — emotion first, logic second
  3. Don’t just ask people to give — inspire them to give
  4. Know your donors and put yourself in their shoes
  5. Don’t assume — test
  6. Offer a clear, direct proposition people can relate to
  7. Ensure brand consistency across every touchpoint
  8. Show, don’t tell — good fundraising is good storytelling
  9. No one should be a fundraiser without being a donor first
  10. Always say thank you — personally and often