by Heather Stewart
As more organisations are considering adding email fundraising into their fundraising mix, I thought it might be helpful to give some practical advice on what to include (and what not to)
Other Hints & Tips:
So, once you’ve considered the Golden Rules, what should you put in your email?
1. Be clear about what your request is in the subject line (less will open but more of those who do open will give)
“Feed a Starving Child this Christmas”
“Support Your Local Homeless Shelter’
2. Keep the email short and concise – 2 to 3 paragraphs at most
3. Email should include:
Include a second hyperlink to the Donation page
4. Make sure the donation landing page isn’t cluttered with copy and that the donation button is above the fold – so they don’t have to scroll down to find it. Include a thank you at the foot of the page.
And of course, once the donations start to roll in, you have to be prompt in thanking donors and make sure that they feel valued. 48 hours is the absolute maximum you should aim to leave between receiving a gift and sending a thank you.
Put another donation hyperlink in footer. You are not asking them to donate again simply providing another opportunity should they wish to take it. And you never know, if your update shows that you are close to your target, a donor may consider making a second donation, or changing their one off donation to a regular donation, to help you to get there.
Good luck with your email fundraising campaign – let us know if you’ve any other suggestions in the comments below or if you’ve any tips on what has worked well for you.