Controversial spacing choice, and other easy tweaks in design

Yes, content, as they say, is king.  But a few tweaks to the look of your fundraising materials can help increase the amount of money you raise.  Earlier I wrote about fonts, readability and the impact they can have on the amount of money that comes in from your communications.  Now, additional tips: 

Ugly fundraising can be good

Future Fundraising Now reminds us about the importance of readability, and warns us that slick design isn't always better.  For one thing, a message with a more modest appearance can stand out among all the fancy stuff out there.

Additionally, a less-polished look helps add authenticity to your pieces.  Your fundraising letters, newsletters, and the like all need to inspire people to believe in your cause and give to support it.  You don't want people to look at what you send them and think, "looks like they spend the donations they get on fancy design." 

Avoid the "corner of death"

This post on Neuromarketing is about "the corner of death," or, the lower-right-hand corner.  Eyetracking research tells us that corner is a bad spot to put your logo or anything else you want people to pay attention to.

Controversial spacing?

Yes.  I mean spacing between sentences.  There is a lot on the web about this topic.  It seems that most people believe that one space after a period is sufficient, and that two is glaringly redundant, a waste of space.  However, read this sentence (hat tip) and let me know what you think:

He went to see Dr. On on On Dr. On his way home he crashed.

Sure, that's a strange sentence (sentences?).  But if you can, indulge me a bit more, and skim (don't read, remember people only skim what you send them) this:

This change is happening all across the U.S. Senator John Smith will be discussing the topic at the luncheon.

Now try this:

This change is happening all across the U.S.  Senator John Smith will be discussing the topic at the luncheon.

Do you see what I'm saying?  As I've said before, make it easy for your readers and they'll repay you.  My advice is: use two spaces between sentences.