In the November 28 Issue of Philanthropy Journal Guest Column, Katya Andresen, VP of Marketing of Network for Good, wrote that Charities should focus on good news. I couldn’t agree more. Rather than focusing on good news stories, many charities have resorted to “pleas for help.”

Many are speculating that charities will experience a dry spell in giving, following the generous support towards recent natural disasters. Giving USA cites statistics that the average person gives two percent of their income charitably each year. Following this logic, argues Andresen, will people have anything left to give in December after helping victims of the tsunami, the hurricanes and the Southeast Asian earthquake?

Andresen’s point that donor fatigue creates an even greater need for marketing is well-taken. However, many charities have resorted to what Andresen terms “finger-wagging” and “hand-wringing.” Worst of all, these messages focus on the nonprofit organizations point of view, rather than the prospective donors’.

“They are messages that … make donors feel discouraged. They create a sense that contributions have not made a sufficient difference and that scale of the catastrophes we've seen – or the needs being neglected elsewhere – is insurmountable,” says Andresen.

To encourage donors to continue their generosity, they need some recognition of their exceptional generosity so far. This will help revitalize their generosity and highlight the good news, that they are making a difference and can bring about even more positive change.

Real, personable examples of the difference their donations can make are what make donors feel good. We would all do well to remember that the next time we are planning a marketing strategy and determining our key messages.

Katya Andresen is vice president for marketing for Network for Good and author of a soon-to-be published book, "Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes."