Top 10 Direct Mail Fundraising Myths - Part 7

By Wayne Gurley
President & Creative Director

Myth # 7: Always use big words that are difficult to spell and pronounce so your donors and prospects will be impressed with your intelligence.

Your direct mail appeals should be written so a 6th grader can understand them.

This isn’t “talking down” to your donors, but rather making it easy for them to understand and respond to your message.

People are busy. They have hundreds of messages coming at them simultaneously at an astonishing rate. Why make it difficult for them to understand what you are trying to say?

If you use jargon or a big word they don’t understand, they will stop reading.

Do your donors a big favor and remember, “KEEP IT SIMPLE.”

Save those big words for your doctoral dissertation.

© 2020 Allegiant Direct, Inc.