Have a look at the last appeal you sent, a recent e-newsletter, your website etc. Is it so amazing and wonderful that you think someone would tell their friends about it? If not, the challenge is to improve it next time so they will.
As Andy pleads:
"Push yourself to ask: Are we being remarkable? Is this a purple cow? Are we awesome yet?
Challenge yourself to be worth talking about. Would someone look at your stuff, drop what they are doing, and say, “You’ve got to see this?” Are they inspired to tweet, share, like, friend, forward, or run down the hall and stick it in the face of a co-worker or family member?
If not — I compel you to make it WONDERFUL, OUTRAGEOUS, PURPLE, DELICIOUS, SMELLY, GOOFY, LIFE-SAVING, AMAZING, OR DEEPLY MEANINGFUL."