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How white space can help you frame your fundraising appeal copy

With your appeals, you no doubt work hard to paint word pictures that bring to life your stories, the need, the urgency, and the potential impact.

So, when your "work of art" is finished, don't forget the frame — white space!

 *    *    *

On September 15, 2022, Julie moderated Tom Ahern's webinar on appeal writing (with special guest Mary Cahalane joining in for the All-You-Can-Eat Q&A).

We answered 91 questions in 4 hours and 15 minutes.

(Hoo-wee!)

Question #34, from Kathryn, was:

"Several of the letters shared are full of one-sentence paragraphs. Are these more effective than multi-sentence paragraphs?"

We recommend you listen to Tom's full answer to this question in the video below.

(It'll only set you back 2 minutes and 37 seconds.)

video preview

In case you want the CliffsNotes (anyone remember those?! — in college, they got me through a Shakespeare course!) ... here's an excerpt for you to chew on:

Every time that you make a one-sentence paragraph, you're framing that. Think about the frame. It's framed by white space. So, it's like I'm in a museum. I look at this picture. It's framed by white space. I go to the next picture. Framed by white space. I go to the next picture. Framed by white space.

 

Now, let's try that again — ahem, framed by white space!

 

Every time that you make a one-sentence paragraph, you're framing that.

Think about the frame. It's framed by white space. So, it's like I'm in a museum.

I look at this picture. It's framed by white space.

I go to the next picture. Framed by white space.

I go to the next picture. Framed by white space.

 

You see?

 

Every beautiful picture deserves to be framed. Especially your beautiful word pictures.

(So, plan ahead? You might need 4 pages instead of 2!)

 

While you're here...

Why not read a little more?

Here are a few more blog posts you might like:

1. Thank You for the "Mental Real Estate"

2. You Can't Feel "Empty Urgency"

3. X-ray of a Donor Newsletter -- "Know Your Bones"

4. You Can't Get Donors to FEEL It If You Don't Feel It First

 5. What to Put in Your Donor Newsletter

 

 

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