Let’s start with a quick test. |
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Would you rather read this: |
Our volunteers worked tirelessly this month serving over 120 families in need of food assistance. With rising costs, our pantry shelves are running low, and we need your support to continue providing nutritious meals to our community. Every $25 you give helps us feed a family for a week and ensures no one goes hungry. Please consider donating today so we can continue our mission of hope and compassion for all. |
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Or this: |
Our volunteers worked tirelessly this month serving over 120 families in need of food assistance. |
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With rising costs, our pantry shelves are running low, and we need your support to continue providing nutritious meals to our community. |
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Every $25 you give helps us feed a family for a week and ensures no one goes hungry. |
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Please consider donating today so we can continue our mission of hope and compassion for all. |
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Be honest — which one did you actually read? |
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Many nonprofits assume that powerful images will carry the message — and yes, photos do grab attention. But photos attract, while formatting keeps. |
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A great picture might stop someone from scrolling, but if your text looks dense or disorganized, their attention stops there. |
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Your supporters might look at the photo, feel something, and still move on — simply because reading feels like work. |
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That’s why you can have the most heartwarming image and beautifully written story and still see little engagement or few donations. It’s not that people didn’t care — they just didn’t keep reading. |
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What Good Formatting Does |
Good formatting makes your story and your photo work together. Here’s what it does for your message: |
Guides attention: bolding and spacing help readers focus on key points.
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Creates balance: white space complements your images and prevents visual overload.
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Makes emotion visible: line breaks let your message breathe and sink in.
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Formatting isn’t decoration — it’s a design choice that amplifies impact. |
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How to Fix It |
Here’s how to make sure your next newsletter feels inviting to read: |
Use short paragraphs: One idea per paragraph. No more than three lines. Balance text and images: Don’t let photos crowd your story — they should support it. Also add captions or bold takeaways below key images. Add breathing room: White space helps the eye move naturally down the page. Highlight what matters: Use bold for impact statements or your call to action. End clearly: Keep your ask or next step visible and easy to click.
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Before sending your next newsletter.. |
Skim it yourself. |
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If your eyes jump from photo to photo without reading the words, your supporters will do the same. |
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And if your text feels heavy or cluttered, even your best story will lose its chance to connect. |
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Your words and photos are partners — one draws attention, the other drives action. |
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When you combine strong images with clean, easy-to-read formatting, your message doesn’t just look good — it lands, it moves, and it inspires. |
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Try this..
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Take your last newsletter and reformat it — shorter paragraphs, lots of white space, clear sections. You might be surprised how much more engagement and response you get, without changing a single word. |
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Let me know how it goes. |
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Cheers to your impact, |
Carol. |
Connect with me on linkedin |
