by Jini Stolk
Not as much as typeface, it turns out, when writing fundraising letters. We’ve read for years that using serif fonts in funding appeals yields higher returns. Perhaps like me, you’ve considered that information, shook your head, and continued using Verdana or Arial.
A new piece of research, discussed here
on U.K. fundraiser Mark Phillips’ blog, shows that a serif font like Garamond or Bodoni, because it’s harder to read, causes people to slow down, focus, retain more information – and respond by writing a cheque!
It’s worth testing this out for your end of season appeal.
Thanks to my favorite fundraising website SOFII for the tip.