Bridging the Creative Gap: Direct Mail and Electronic Fundraising

Write conversationally
If you are talking to a friend, you don’t talk in long, complicated sentences that require your friend to keep a dictionary by his or her side. So when communicating via mail or e-mail, treat the reader as a friend. Loosen up the grammatical rules just a little, and shy away from those 25-cent words in favor of the 10-cent words.