Do Your Subject Lines Shine As Much As Your E-mail Content?

You’re no doubt aware that 22 percent of online giving this year will happen on Dec. 30 and 31. So those fundraising e-mails you send out over the next few days are crucial. You probably have slaved over them, considering every last word carefully. And they probably shine.

But what about those subject lines? Fundraising coach Marc Pitman reminds readers of his Fundraising Coach blog about the importance of subject lines. After all, no e-mail is powerful enough to move someone to donate to your cause without even being opened! Check out Marc’s words of wisdom here.

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  • http://JonBiedermann Jon Biedermann

    Hi Margaret,

    I’m pretty sure that the 22% figure of online giving for an entire year happening on 12/30 and 12/31 is not correct.

    If you look at the report itself, it says that 1/3 of giving happens in December. That would mean that for 22% of all giving in a calendar year to happen on the last two days, December 30th and 31st, then these two days would have to account for at least 66% of December online giving.

    But that’s not true. On Page 14 of the report (http://www.fundraising123.org/files/Community/Online_Giving_Study_2010R.pdf), you can clearly see that online giving the last two days make up 22% for the MONTH of December, not the year.

    In reality, it would appear the last two days make up a more modest 6% of fundraising for the entire year- not 22%.

    Perhaps I am missing something?

    -Jon

    Jon Biedermann
    DonorPerfect Fundraising Software
    http://www.donorperfect.com