Picture one of your supporters sitting at her computer. She’s browsing your website. She just finished reading a heart-warming story of success about someone whose life has been transformed by your nonprofit’s program, and there’s a tear in her eye. (There's also a bit of broccoli between her front teeth, but don’t focus on that now.)Now you watch with bated breath: Will she convert from supporter to donor? What can you say during this open-minded moment of truth? What should you absolutely avoid saying during this crucial time?
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