What to test for stronger email fundraising performance

The only way to get better response from your email appeals is to test like crazy to discover what motivates your donors. The VerticalResponse Marketing Blog recently gave s list of high-impact areas to test: Top 10 Things to Test to Put Your Email on the Top 10 List!

Here are some very test-worthy things that can make the most difference for your emails:


  • From Name
  • Subject Line
  • Pre-Header (the first thing the recipient sees when she opens the message)
  • Headline
  • How You State Your Offer
  • Button vs. Text Link
  • Color of Your Button
  • Placement of Call to Action
  • Images
  • Testimonials


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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