Email myths that could hurt your fundraising

Myths are bad for fundraising.

Here are some myths that could hurt your program if you believe them, from the Fundraising Coach, at 3 myths of email fundraising (with my comments):


  1. Email is free. No paper, no printing, no postage. But you still spending two important kinds of currency: Your time, and your donors’ time. Neither should be wasted. Treat email like it costs.
  2. Everyone has email. When your audience is 70+ (which it likely is) you can’t make that assumption. If you think all the money is in email, you’re a long way from reality.
  3. Email has replaced print. Not even close. According to a Blackbaud report, online fundraising accounted for just 6.4% of donation revenue last year. Most of the rest was through paper-based channels. And the best driver of online giving is direct mail.


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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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