Write as though you are having a conversation, keeping it friendly and using words like you and your.
Traditional writing rules don't apply to fundraising communications.
When writing your communication, make it easy to read using a 6-8th grade reading level.  Your readers are smart, but very busy!
Make communications "skimmable" - use short sentences and short paragraphs.
Use dark font colors (black is best!) and 13 pt or larger font size.
We understand that it’s nice to incorporate branding colors, but be careful when doing so to ensure readers do not have to strain to read your message.
Serif fonts, like Times New Roman, are the easiest to read on printed materials.
Do not use jargon. Eliminate organization, program, and fund names as much as possible.
Think about what the donor cares about - the difference they're making! They don't really care about the staff or the building at your organization. Don’t push your agenda.
If you are reviewing your communication and thinking “I wouldn’t respond to this” - congratulations! You are far too close to the organization to reflect donor's thoughts and actions - response rates will determine what works and what does not.