Copy That Communicates (Even If It Won't Get an 'A' From Your English Professor)
With that said, here are some tips for writing fundraising copy that is readable and lends itself to action — even if it just gets scanned.
Know your audience
If you are writing to the American Association of Retired English Teachers (assuming there was such a group), you would definitely want to write in a way that didn't make its members want to get their red pens out and put an "F" at the top of the page. But for almost everyone else, it's more about how you communicate. Write to the audience, not to your colleagues or board members.