- Write as though you are having a conversation, keeping it friendly and using words like you and your.
- Traditional writing rules don't apply to fundraising communications.
- When writing your communication, make it easy to read using a 6-8th grade reading level. Your readers are smart, but very busy!
- Make communications "skimmable" - use short sentences and short paragraphs.
- Use dark font colors (black is best!) and 13 pt or larger font size.
- We understand that it’s nice to incorporate branding colors, but be careful when doing so to ensure readers do not have to strain to read your message.
- Serif fonts, like Times New Roman, are the easiest to read on printed materials.
- Do not use jargon. Eliminate organization, program, and fund names as much as possible.
- Think about what the donor cares about - the difference they're making! They don't really care about the staff or the building at your organization. Don’t push your agenda.
- If you are reviewing your communication and thinking “I wouldn’t respond to this” - congratulations! You are far too close to the organization to reflect donor's thoughts and actions - response rates will determine what works and what does not.
General Copywriting Tips for All Types of Communications
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