10 must-do, easy things to make your fundraising readable

So many otherwise-excellent fundraising efforts fall flat for missing the basics of readability. Here are ten things to watch, from Clairification at Can’t Scan it? Ban it! 10 Reasons Nonprofit Appeals Tank:

  • Let it Breathe (break up your text with white space)
  • Indent Paragraphs
  • Break up Content with Compelling Subheads
  • Use Bullets or Numbered Lists
  • Use Appropriate Fonts (that is, serif fonts for text in print; sans-serif online)
  • Use Large Enough Type (12 pt is the bare minimum; 13 or 14 better)
  • Use Story Photos
  • Use Photo Captions
  • Add Relevant Links
  • Bold face or Underline Important Concepts
  • This is the easy part of writing fundraising. If you’re writing stunningly excellent fundraising copy but not doing these things, you’re wasting your time. It’s not getting read.


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    The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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    Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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    The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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    About the blogger

    Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.