Best Practices Never Go Out of Style

With this information, make smart decisions. Most of your donors are older than 55? Trust me — small fonts don't get read. We baby boomers are a vain lot, and putting on reading glasses to read a direct-mail appeal isn't happening. Did you attract donors through a family bike-a-thon? If so, a photo of a child may speak to them more than one of a middle-aged man. Are your donors heavily concentrated in rural areas? An offer to help farmers grow drought-resistant crops may resonate with them.