Are you sending too much fundraising email?

No. You aren’t sending too much email.

You’re probably sending too little.

That’s what I’ve experienced (and it’s true of direct mail as well as email). It’s also reported recently by Frogloop, at How many fundraising emails should you send a year?

… more good emails = more revenue.

That is completely and unambiguously true. More contact with donors means more revenue. It also means better donor retention.

I have yet to see any evidence to the contrary.

The belief that contacting donors a lot can cause them to leave in disgust? It’s a myth.

Want more details? Listen to the recent Fundraising Is Beautiful podcast on this very topic: How many appeals should you send?


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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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