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.