What's with all that underlining in fundraising letters? A classic appeal can look like an over-zealous college freshman with a blue pen and time on his hands got at it.
It's so tacky and unattractive.
But it works.
Underlining helps readers find their way into and through a fundraising message. Without it, a page can be a forbidding sea of gray that most people will find hard to pay attention to.
Think of underlining this way: Look at a page of type and ask yourself, What two or three things on this page do we most want donors to read? It might be the call to action. Or an especially dramatic part of a story. Underline those things.
That's how you create an entry point into the letter -- which is an entry point to response. Get them reading, and you've moved the ball that much farther down the field toward response.
Don't miss the opportunity to pull readers in.
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