11 Commandments of Fundraising, Part 3

Your task is to make your fundraising look like an easy read. Some ways to make your copy visually appealing include using an easy-to-read font; indenting paragraphs and double-spacing between them; adding white space (one-inch margins at a minimum, for example); making it easy for scanners by having a P.S. that sums up the offer; and sparingly including bolding, underlining and all capital letters. With conversational language (see Commandment No. 7) and an "easy read look," your donors may at the very least scan your copy and pick up the main points, and some will read it "cover to cover."