2013 Job Descriptions for Fundraising
Ditto on the e-mail subject line. Its job is to get the recipient to open the e-mail. Getting through spam filters is essential, of course. But if it passes that test only to be so uninteresting or predictable that it goes right into the delete folder, it's failed in its job.
Copy: The job of the copy is to be read and to drive people to take action (i.e., give a gift). How long should your copy be? Long enough to get the job done. That may be two paragraphs, or it may be six pages. Neither is better. The best is the copy that drives readers to make a gift.