Donors Need to Be Reminded That You Need Them
I received a year-end mailing a few days ago; it was a catalog that offered various program needs for me to help meet by sending a donation. Unfortunately, the copy on all 28 pages was about 9-point type, and it was reversed out of color — including white type reversed out of light mustard yellow. The end result was nearly impossible for a 50-something to read. Lesson: Unless your target audience is in its 20s and 30s, use a minimum of a 12-point type and only reverse out headlines or a short block of copy. The readability factor must be considered above the "great design" factor.