Donors Are Different — But Some Things Never Change

This isn’t an argument for dumbing down your copy. But remember who you are writing to, and make sure every word communicates to that person — not just to your senior management.

I used to visualize my Great-Aunt Mary when I was a 20-something writing to the typical donor to my nonprofit. Now that I am closer in age to the “typical” donor, I still think about someone who isn’t me and ask, “How will this communicate to her?”