After many trips to NYC, I was finally able to see David Letterman, and enjoyed the experience. One of the interesting aspects of the show was their instructions on laughing. While outside the theater, we were given instructions on when and how to clap and laugh. Once inside, we again got instructions both on video and from a staff person. Their main point was to laugh and do it loudly whether you thought a joke was funny or not. In the real world, fundraising and marketing don’t work that way. You can’t depend on your donors responding to an appeal regardless of whether it’s good or not. Your appeals have to great every time. Develop your Top 10 Reasons Why Donors Respond to Our Organization. Then be able to communicate one or a combination of those reasons extremely well in a letter, email, website, Facebook page, etc.