It’s the age-old problem: how to engage the readers of your direct-response fundraising appeal to, first, start reading and then to continue reading.

Luckily, we have some tips from Clarification blog:

• Talk less about us (the nonprofit) and more about you (the donor).

• Use shorter paragraphs to make copy more inviting and easier to read.

• Don’t stop at a compelling headline or subject line. Also consider the subheads, the PS, the salutation, and other components to keep readers engaged.

• Use a metaphor to paint a picture for your readers.

• Use quotations but keep them short, so they’re more likely to be read.

These are all good tips.

But there’s one additional aspect to good copywriting to add to this list. It’s vital if you want to keep readers motivated, and that’s using transitions.

Transitions are invaluable if you want to keep your readers moving from one paragraph to the next like a slinky toy going down stairs.

And in linking your paragraphs together, transitions also make a piece of copy seem like a coherent, crafted whole – a good thing.

The transitions to use? There are an infinite number, limited only by your imagination. But some that are frequently used include phrases like “that’s just the beginning,” “and don’t forget this,” “and here’s the point,” “we’re not done yet,” “what does this mean to you?” and many, many others.

Using transitions is one of the best ways to help ensure that your readers take in your complete fundraising message. And that’s your best chance of moving them to give.