How to make your email fundraising work better

Disappointed with your email fundraising results?

Maybe you’re making mistakes that suppress response by keeping your message from connecting with your donors.

The M+R blog reveals Our All Time Favorite Terrible Marketing Email Mistakes – And How to Avoid Them:


  1. Relying on statistics for emotional impact
  2. Being, well, boring
  3. Getting real excited about how amazing the organization is and the supporter is just kind of, well, an afterthought
  4. Dreading editorial feedback
  5. Being shy about donation asks

Plus a few more from my experience:


  1. Uninteresting subject lines. The donor’s inbox is one of the most crowded spaces you’ll ever enter. The subject line is all you’ve got to stand out. Spend most of your time working on it!
  2. Too many pointless images. Images are great. Too many images that don’t communicate your core message drive down response.
  3. No clarity of purpose. Do one thing well in any email.


Comments

2 responses to “How to make your email fundraising work better”

  1. What about using a PC donation experience for email opened first (and maybe only) on a mobile phone? Here’s an infographic pointing out the problem with email for nonprofits. mrbenchmarks.com

  2. What about using a PC donation experience for email opened first (and maybe only) on a mobile phone? Here’s an infographic pointing out the problem with email for nonprofits. mrbenchmarks.com

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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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