Easier Said Than Done: 25 Tips for Better Fundraising Copy

22. Underline stuff. And use bold. And italics. Emphasis and variation are great for readability. Just don't overdo it, because too much emphasis turns out to be no emphasis at all.

23. Use black serif type over a white background. Any variation from this — sans-serif type, white type over color, even black type over a tint, colored type — will degrade the reading comprehension of your donors. This advice will make some designers very unhappy, but it's a simple reality.