As a consultant for nonprofits and political campaigns, I receive a ton of action alerts and fundraising appeals every day. To be honest, my eyes just glaze over reading most of them because they say the same old thing. Yawn! As communicators who are fighting to change the world, we need to write passionately and tell stories that connect to people in order to motivate them to take action and donate some of their hard earned money. Often though, action alerts and fundraising appeals are written for senior management’s approval and just use their own wonky, boiler plate language. This needs to change ASAP. Remember the people on your list are not Members of Congress; they are everyday people who took the time to sign up to your list because they care about the issues you are fighting for. So speak to them.