Copy That Communicates (Even If It Won't Get an 'A' From Your English Professor)
Striking a balance between those who love to conjugate verbs and those who never met an infinitive they didn't want to split is challenging. Letter-signers especially can be a bit sensitive, not wanting to look like English 101 dropouts to those reading the appeal letters and e-mails.
Of course, now we have a shorthand way of talking, too — Internet slang — so there's another entire camp when it comes to writing, IMHO. (Just proving I can sling the slang, too!)
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Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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