Today we’re sharing a potpourri of easy-to-remember tips to keep in mind when creating nonprofit fundraising communications pieces: emails, newsletters, direct mail or blog posts.

Be Interesting: People will read your communications piece—if it interests them. Make it easily scannable, with bold headlines and pull quotes to draw the reader in.

Don’t Focus on Features: Focus on benefits. It’s an old sales technique that really works. You can say “we distributed 500 pounds of food last week,” but it’s more effective to relate a fact with a benefit: “we helped 35 elementary school kids stay alert and improve their test scores by providing a good breakfast.”

Aim for Variety: Mix up your message with some facts and figures, some from-the-heart stories, and some straight-up appeals.

Tell Them What You Want: Don’t send out a communication without a call to action. You don’t want people to say “So what?” after reviewing your message.

Get to the Point: Journalists know that the most recent, most important stuff needs to go first. Don’t fall into a trap of leading up to your important points—put them front and center to grab the reader before your piece ends up in the recycle bin.

Keep your Audience in Mind: Try to narrow down to whom you’re really speaking. A broadly-written piece will appeal to exactly nobody.

Don’t Ignore the Envelope: Adding a headline or appeal to the outer envelope gives the recipient a reason to open it.

Update Your Website: This may seem to have nothing to do with a communications appeal, but think about this: if you’ve done your job and grabbed the reader, they will likely head to your website. If it’s out of date or doesn’t “match” the appeal they just received, you’ll have a disconnect that could end what might have been a beautiful relationship.