To add emphasis to fundraising copy, you can use boldface, italics, underling, all caps, and even asterisks and other symbols.
But if you overuse them, as legendary adman Herschell Gordon Lewis says, “When you emphasize everything, you emphasize nothing.”
Sometimes this happens when fundraisers get desperate in their attempt to motivate donors. Sometimes it happens when the graphic designer gets carried away with adding visual baubles to the page.
But as this guest post on Future Fundraising Now points out, there are two reasons to use emphasis:
- To alert readers to a specific part of the message.
- To add inflection to the copy voice.
And one big reason never to overuse it: you’ll ruin your response rate. See more here.