Digital Marketing and Fundraising

So what are some of the e-mail marketing best practices? Of course, the scheduling, offer, copy and graphic integration of e-appeals with traditional direct-mail appeals are givens. My focus here is the how to apply theses best practices in e-mails and e-appeals.

• First, we must be committed to careful and thoughtful testing. Though the “I think/you think” interpretations of results have value, the real value is in empirical test results.
• The e-appeal must have a compelling subject line. The definition of compelling is discovered through copy testing and the measurement of donation results.
• Having a recognizable “from line” is important. If the recipient does not recognize the sender, she is less likely to open the e-appeal. Currently we are incorporating both the nonprofit name and the executive director’s name in the “from line,” and we will be testing various formats.
• The nonprofit logo, call to action and key messages must all be above the fold line.
• Brief copy linking to your website.
• At least three calls to action.
• Easy and convenient e-appeal forwards and social-media share options.
• Easy opt-out: The recipient must be able to easily stop your e-appeals from showing up in his inbox.
• Currently, we believe the maximum number of e-communications (including gift thank-yous) is four a month.
• Blast the e-appeals Tuesday through Thursday during the day or Friday mornings. No weekends, evenings or holidays. Obviously, year-end or emergency appeals may be exceptions.

Using digital media to thank your donors
I am told that confession is good for the soul, and I have a confession. I’m on the board of a very small nonprofit, and I have a really good friend who gave us a $5,000 gift. The other day we were having coffee, and she mentioned that she never received a thank-you letter or a receipt for her gift. She is one of my best friends, she is very gracious and thankfully she gave us the same gift again this year.