Simplicity is one of the greatest virtues of fundraising copy. Master simplicity, and you're well on your way to real mastery.
Copyblogger has some hints for simplicity aimed at commercial writing, but they work well for fundraising. Read 6 Steps for Writing Simple Copy That Sells:
- Have only one goal (seriously: just one)
- Only have one audience
- Make it conversational … by actually conversing
- Avoid jargon and "insider" language
- Cut your adjectives in half and your adverbs altogether (almost)
- Cut 'til it hurts