Seth points to a Non-profit manifesto by Sasha Dichter.
Sasha makes a crucial point:
People think that asking for money is all about asking for money. It is and it isn’t. Most of the time it is about inspiring someone to see the world the way you do – with the same understanding of the problems and the same vision of how it can be overcome – and convincing them that you and your organization can actually make that vision into a reality. The resources come second.
This has everything to do with your copywriting and sales.
You’re never selling the actual product or service; you’re selling the story and feeling the customer gets when they buy from you.
People want to be part of a group and part of something bigger than themselves. It’s rarely about the product and often about the idea. Give them that, and they’ll give you a relationship.