How to mess up your email fundraising

Here’s a helpful post from Frogloop: Six Online Fundraising Appeal Goofs to Avoid:


  1. The first call to donate money with a hyperlink is buried five or six paragraphs in the fundraising appeal.
  2. Underlining sentences that have a call to action with no hyperlinks to donate.
  3. Hyperlinks don’t work.
  4. Not including a donate link in a fundraising message re-forwarded to your online donors as a reminder.
  5. Sending several fundraising appeals over the course of a week.
  6. Putting the world’s weight on your donor’s shoulders with large and unattainable goals.

I’m not so sure about #5. I’ve seen a number of cases where emailing several appeals on a very quick cadence works quite well. It’s probably something for further testing and research.


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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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