Don't Suffocate Your Readers

Aaaack!

And why, oh why, are people sending out letters with teensy copy all smushed onto the front of the page when the back is blank and just waiting, begging to be useful and give donors a reprieve with nice, big, readable type?

(Please don’t let anyone convince you that it’s because of personalization, and they don’t want to spend more to duplex laser the letter — there’s always a way to get the ask on the first page and continue with your case for support on the next.)