Why do you do what you do?
Donors are not stupid. They already know WHAT you do. When you can make a compelling case WHY you do it, you’re on your way to a good relationship.
How is your process better?
Show why you provide great services. Don’t cheap out on those services just to serve more people. Persuade donors that you provide better value than they can.
Why are you more deserving than somebody else doing a similar thing? With malice toward none, distinguish yourself through contrast and differentiation.
What do I get out of it?
Learn what drives your donor before you ask them for money. Know if they want tangible recognition before giving it to them, for example. And thank them personally whenever possible (not via mail merge – in your own handwriting).