Friends Share Information
If you want to build a relationship with your donors (a must if you want to keep your donors), you need to build the components of a friendship into your communications with your donors.
One of these components is information. Friends tell each other things!
While emotion is crucial to your request for help, it cannot stand alone. Emotion must be balanced with information. You must share the facts of the situation with which you want the donor to become involved.
Also, you must relay important information about your ministry: what it is doing, how and where and when and why and with whom.
The fuzzier you are in communicating the facts about what will be accomplished with the money the donor sends you, the leerier the donor will be about sending you money in the first place.