If you want to write better nonprofit copy (whether for direct mail, newsletters, annual reports, etc.), make sure you’re answering these six questions:

1. Does my copy speak to the values my donors use to make decisions?

2. Am I using the same language my donors use?

3. Is what I’m saying credible and verifiable?

4. Does the tone of my copy speak both to the emotional and intellectual needs of my donors?

5. Does my content pull at the heart strings?

6. Is my copy as persuasive as it can be?