Sanky Blog

By Judy Maneval, President of Sanky Communications

As you’re preparing to print your direct mail fundraising letter, are you thinking only about the copy or about the format and look of the piece too? Many mailers don’t take into account the audience when they are setting up letters.

For most organizations, the donors are on the older side. Be sure they can actually read your great copy by using large type (never smaller than 12.5 point when using Times New Roman).

In addition, most older folks grew up at a time when letters had a very standard look – and that’s what they find comfortable. That means using serif type, indenting at the start of a paragraph, and following traditional English usage.

If you can afford to test these old rules for your organization, great. But if you can’t – play it safe.

P.S. And don’t forget to make it easy to read by using short paragraphs!