Don't Suffocate Your Readers
White space is akin to fresh air in direct-mail letters.
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I hate it when bad mail happens to good causes, but it does.
One recent fundraising letter I received has a monster-long list of officers and board members printed down the left side of the page. Not a killing offense in and of itself, I know. But the letter copy is entirely left justified (no indents or tabs) and aligned about a quarter of an inch to the right of the laundry list.
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Kimberly Seville
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