Tip O' the Moment

Reversed Out Type It's tempting to use reversed out type (white type within a block of color or black) on your marketing and fundraising pieces. It's popular with designers, and you see it on websites all the time. Saturating a page with color is eye-catching...and that's what you need, right? You want to stand out?

Um...not if I can't read the message. Lots of reversed out type is exhausting! Too much is too hard to read, particularly for eyes of a certain age (and those are the eyes that are most likely to respond to direct mail). Save reversed-out type for headlines, sidebars and other small bits of important text.

Your donors will thank you by actually reading what you send them...and perhaps they'll even reward you by responding.