Clickthrough boosters for fundraising emails

From The Daily Egg blog, here are 12 Strategies to Boost Email Marketing Click Through Rates. These are aimed at commercial marketing, so make sure to bend these to your own donors and your offer:


  1. Numbered Lists
  2. Ask Questions (like “Can I get your opinion?”)
  3. Focus on [Donor] Interests
  4. Say It With Symbols (Unicode symbols can show up in subject lines)
  5. Be Clever (but not too clever!)
  6. Timing (pay attention to the days of the week and times of day that work best for you)
  7. Pretend You’re on Twitter (tightly crafted short messages can work well)
  8. Provide a Call to Action
  9. Take Advantage of Preview Text (many recipients can see part of your message before they open it; put the interesting stuff at the top where those folks can see it)
  10. Use Trigger Words
  11. Be Specific
  12. Give Incentives


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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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