How to make email fundraising work

Want to know how to improve your email fundraising? Here are ten suggestions from the Bloomerang blog, at 10 Steps To A Successful Fundraising Appeal Email:


  1. Subject line. Remember what it’s for: To get people to open the email.
  2. Clean images with small file sizes.
  3. Personalized greeting. Use the recipient’s name. Unless you know things are likely to go awry.
  4. Donor-centric tone. Make it about them, not you.
  5. Specific appeal. As them to do one specific thing.
  6. Suggest donation amounts.
  7. Communicate impact. Show them they can make a difference.
  8. Short — get them to your website.
  9. Personalized signature.
  10. Style and grammar rules don’t apply. Warmth, urgency, and connection do.


Comments

2 responses to “How to make email fundraising work”

  1. Re: point ten. So glad that application of grammar and styly rules like, totes dozen madder.

  2. Re: point ten. So glad that application of grammar and styly rules like, totes dozen madder.

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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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