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by Tiffany Applegate, X Factor Consulting, LLC
In order to be an effective fundraising tool, your newsletter must be designed for easy reading. It needs to be scanable and developed with the browser in mind.
Here are 5 tips on developing a successful donor newsletter:
1. Use Headlines and Subheads. Browsers want a snapshot of your article before deciding whether or not to read further. Bolded headlines will allow the reader to quickly make that determination. Using subheads will also allow the reader to have several entry points into the articles - thus breaking it into smaller, less intimidating sections.
2. Use Columns. Newspapers learned a long time ago that limiting the characters in a line of text allows readers to stay focused longer. People begin drifting after about 40 characters. Layout your newsletter accordingly.
3. Bullets Work. Much like headlines and subheads, bullets allow readers to quickly browse an article and pull out the main points. They also provide additional 'white space' giving your newsletter a more open feel.
4. Choose Fonts Carefully. Exotic fonts may look great - but they could also be very difficult to read. You want to make sure your newsletter is not only aesthetically appealing, but EASY to read. Too much creativity could actually hinder your success.
5. Use Captions. A photo is worth 1,000 words, but make sure those words are telling the correct story. Use captions to tell what's in the picture and to explain the context.
© 2005 - X Factor Consulting, LLC |
