Fundraising is essentially a sales process.
As in any commercial transaction, you want to persuade people to give you money in exchange for … something. The difficulty arises in trying to determine what people want or need.
Every good marketer knows that you don’t sell things – you sell solutions to problems. If you make a hammer, you don’t focus on its features. Instead, you show customers how they can use it to build things (to make the home more comfortable, for example), to fix things (to save money), or even to smash things (well, to each his own).