6 ways to make your fundraising email work better

Let’s take a quick look at what commercial emailers are doing to keep response strong, from the 60 Second Marketer, at How to Craft Powerful, High-Converting Email Copy:

  1. Make sure your emails are getting delivered. Keep your list clean and up to date, ask readers to add you to their address book, and stay aware of current spam trigger words and phrases.
  2. Write better subject lines. Don’t be boring. Do you best use urgency, curiosity, personalization, timeliness, and name recognition.
  3. Optimize the preview text. (That’s the that’s visible next to or below the subject in the inbox.) It’s another way to get attention.
  4. Grab attention immediately. Get to the point quickly in your message.
  5. Use conversational copy. Short paragraphs, informal tone. Make it like real email.
  6. Don’t send so many emails. The blog’s idea of not sending so many is to cut down to one a week in many cases. Very few fundraisers (outside of political fundraising) are over-emailing!


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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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