Don't Suffocate Your Readers

Let one line be its own paragraph.

More than once.

When you’ve aired out your copy, print it out. This doesn’t work staring at a computer screen. Holding a printout of your oxygenated letter, you’ll know where to make the type boldface and where to add underlining.

Your goal: to lead your donor’s grateful eyes through your letter and capture his attention in the right spots.