In the fundraising world, the tasks are many and the days are long. We’re often reminded of the need to set priorities and be strategic amid the hailstorm of responsibilities that fall at our feet.
There’s no question that your organization’s high-level work should consume the bulk of your time and energy. But you should also devote some attention to quieter matters that nevertheless impact your organization’s brand. Typography falls into this category, as through it, you send subtle, subliminal messages about your organization’s professionalism, seriousness, and style. Moreover, with 80 million pieces of direct mail sent in 2016, and American workers spending 15 hours checking email each week, it’s essential for your communications to standout.
Below are a few tips for using typography to your organization’s benefit. Keep in mind that serif fonts are those that have lines stemming from the end strokes of a letter (e.g., Times New Roman), while sans serif fonts are those that do not (e.g., Arial). Read more