Use the voice that works to enliven your direct mail fundraising

By Kimberly Seville

Copy should speak to donors in everyday language donors use themselves, and it should be about what matters most to them — not you. Direct-response fundraising is not the place for $10 SAT words, no matter how much a letter signer might love them or use them "in real life."

And that's all good counsel for almost every piece of direct-response fundraising.