Easier Said Than Done: 6 Freakish Facts About Fundraising

The most read part of the letter is the P.S.
Eye-tracking studies show this to be the case. When people look at a letter, they typically turn to the end and look at the signature. Then their eyes drop down to the P.S. (Note that the eyes always move downward on a printed page. If you want something to be read, never put it above a key design element, like a photo.)