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  • Will You Add? - Make Your Direct Mail Fundraising Appeal Letters More Friendly With Informal Design

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    me goes for your fundraising letters. They need to be personal and informal, and they need to look personal and inform
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    There’s a scene in the movie, Anne of Green Gables, where Anne gets on her knees and prays by her bed. Marilla is sitting on the bed, listening. Anne concludes her prayer by saying to God, “I remain respectively yours, Anne, with an e.”
    Anne then asks Marilla how she sounded. “Fine,” says Marilla, “if you were addressing a business letter to the catalog store.”

    Marilla’s point was that Anne’s prayer to God should not have been impersonal and formal. The same goes for your fundraising letters. They need to be personal and informal, and they need to look personal and inform

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    sitting on the bed, listening. Anne concludes her prayer by saying to God, “I remain respectively yours, Anne, with an e.”
    Anne then asks Marilla how she sounded. “Fine,” says Marilla, “if you were addressing a business letter to the catalog store.”

    Marilla’s point was that Anne’s prayer to God should not have been impersonal and formal. The same goes for your fundraising letters. They need to be personal and informal, and they need to look personal and inform

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    e.”
    Anne then asks Marilla how she sounded. “Fine,” says Marilla, “if you were addressing a business letter to the catalog store.”

    Marilla’s point was that Anne’s prayer to God should not have been impersonal and formal. The same goes for your fundraising letters. They need to be personal and informal, and they need to look personal and inform

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    catalog store.”

    Marilla’s point was that Anne’s prayer to God should not have been impersonal and formal. The same goes for your fundraising letters. They need to be personal and informal, and they need to look personal and inform

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    me goes for your fundraising letters. They need to be personal and informal, and they need to look personal and informal. Here are some design tips to help you achieve those goals:

    Justify paragraphs ragged right
    Formal business, government and legal correspondence features fully justified paragraphs. So do books. But you want your appeal letters to look like personal letters, the kind we used to compose on typewriters. So don’t fully justify your paragraphs. Make them ragged right.

    Indent the first line of paragraphs
    If you want your letter to l

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