Write fundraising copy the way you talk (#41)

Write your letter copy at the 5th grade reading level.  This may drive your brand people crazy (especially if you happen to be in higher education or healthcare), but writing at this level makes your copy easier for donors to read and understand.  Remember, your goal isn’t to show your donors how smart you are.  It is to get them to give you money.  So focus on doing that in the most effective way possible.

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