Reader's Digest

Older people are readers. They read magazines, newspapers, books, brochures, newsletters, even direct mail. They visit the public library frequently, and they may be the last subscribers to the disappearing newspaper. Yet marketers, profit and nonprofit, continue to make grave errors in their print materials for mature audiences. Here are the top do's and don'ts of designing printed material to appeal to your mature readers.

That's right — even if you're in your 40s or 50s, you are a rare young donor. (Enjoy this last chance of being thought of as a young anything!) If you're under 40, well, statistically you don't quite exist. Charitable giving is almost entirely dominated by older people. It's their territory, the way pop music belongs to young people.