Easier Said Than Done: 25 Tips for Better Fundraising Copy
21. Use photos sparingly — but use them. They say a picture is worth a thousand words (personally, I think it's more like 600). So use those pictures carefully. Too often we use photos that might as well be saying ?"lobster" a thousand times. Make sure the photos you use tell the same story as the words you write.
22. Underline stuff. And use bold. And italics. Emphasis and variation are great for readability. Just don't overdo it, because too much emphasis turns out to be no emphasis at all.
23. Use black serif type over a white background. Any variation from this — sans-serif type, white type over color, even black type over a tint, colored type — will degrade the reading comprehension of your donors. This advice will make some designers very unhappy, but it's a simple reality.
24. Use 13-point type for body copy. Hey, your donors wear bifocals. Almost every one of them. Would you rather be part of their daily struggle to read small type or a strain-free oasis in their day? Which choice do you think will make them more likely to respond?
25. Bypass most of your reviewers. Committees kill fundraising, systematically draining life and power from anything they touch, while bulking up the ?message with irrelevancies and worse. That's just ?the way committees are. Work without committees, and you'll see improvements — to your copy and ?your revenue.