10 Temptations to Avoid in Acquisition Packages

Many seasoned writers have a rule that a paragraph must be no more than three lines and can be four lines only if the last line is a fragment line. If you examine a lot of prospect controls that are in the mail, you’ll be surprised how short the paragraphs average out to be.

Most marketing material is scanned before it’s read. Long paragraphs can’t be scanned. This is especially a problem in prospecting, because the reader doesn’t know about you. It’s a little different (but maybe not much!) for a donor, who is more apt to take the time and trouble to work things out.