If you have younger children in your life, you might be familiar with the Elephant and Piggie books. It’s a cute series following the silly antics of a cartoon Elephant named Gerald and a Pig named…Piggie (stay with me).

My 8-year-old twin boys can’t get enough of them. And to be honest, I’m a pretty big fan myself. The one about Piggie and her attempts to fly? Gerald and his broken trunk? Hilarious!

We’ve been reading these books for a few years now. They’re perfect for beginner readers, with large print, simple words and loads of repetition. In fact, most pages contain just 5-8 different words total. And even though my boys can read at a higher grade level now, the Elephant & Piggie books are still in their pile of favourites for bedtime.

That’s the power of a good story. My kids don’t complain that the language is too simple and the plot is too basic. Do they have the ability to read something more complex? Yup. Does it matter? Not a bit.

Reading Levels and Fundraising

At Good Works, we talk a lot about reading levels and best practices when it comes to fundraising copy. Generally, we aim to write letters, emails and web copy at a Grade 6 or Grade 7 reading level. Can most of your donors read at a higher level than that? Sure. But do they need—or more importantly—do they want to?

The simple truth is that response rates decline when fundraising copy is written above a Grade 7 level. Why? Because fancy words, complicated concepts or sophisticated language won’t entertain and inspire your readers. But a great story will—especially when it’s written in a way that donors can easily digest, whether they’re skimming it after a long day, or reading it word-for-word over coffee.

Take it from me (and a couple of 8-year-olds). It really doesn’t matter how educated or well-read your donors are. Everyone can appreciate a good story, whether it’s the tale of a puppy finding a new home, a cancer patient overcoming the odds, or a delightful, quirky friendship between an Elephant and a Pig.