Feature People Not Programs
If I look at the mass, I will never act.
If I look at the one, I will.
Mother Teresa made this statement to illustrate how to motivate people to get involved. Expressing the broad need does not create interest. Get your donors to look those students and teachers in the "eyes."
Describe with specific detail the children or faculty who benefit from the donations that are made to your school. Show a specific return on the investment, along with the people who will be impacted. Feature specific people not programs or groups.
Use great pictures from your school community in fundraising marketing materials as much or more than elaborately written text. This may mean hiring a professional photographer for a couple of days to supplement the photo library you are constantly building. The right picture will convey the emotions and the story.
