Things real people don’t say about advertising
Donor needs
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If you ever get tempted to get a little personal when developing creative work and start putting your own likes and preferences ahead of what your donor needs, can I suggest you have a quick look at Things Real People Don't Say About Advertising.
It hopefully will raise a smile and remind you that what is seen to be organisationally important might not matter at all to those on the receiving end.
With thanks to Rachael.