I know your organization is great. But people don't support your because you're great. They support you because they are great.
When you get your mind around the fact, you are more than half-way to consistently great fundraising.
Copyblogger makes this important point at I DON'T CARE YOU. Here's a way you can approach this in fundraising copy:
....write your content as if you're addressing readers directly, while focusing on their desires and needs. Don't flatter your own ego by penning boastful descriptions of you and your business. Show people you're listening instead.
Donors have no reasons to care about -- until they see how you fit into their world. It's your job (not theirs) to make the connection clear. Bragging about yourself will never do that.
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