6 Ways to Give Your Readers a Helpful Hand
Now, most readers are willing to grant you a certain amount of verisimilitude, but you’ve got to meet them halfway. Here are six ways to give your readers a helpful hand.
Make it legible
Especially for older readers. Think of all those wedding invitations that come in “elegant” fonts like Edwardian Script? They may look very high-tone in that context, but even in short doses they can be a struggle to read. It’s unlikely your donor is even going to bother trying.
Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.
