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| Fundraising / Email Fundraising |
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Email FundraisingYou Must Inspire Donors to Go OnlineSending an email with no links to follow is like mailing a direct mail appeal without enclosing a reply device or return envelope. Costly. Email fundraising only works when you inspire donors to go online. Online is
where you get their donation. Online is where you secure their advocacy. Online
is where you encourage their involvement. That's why your email appeals, alerts
and newsletters must give donors something to do, and must give them somewhere
to go to do it. That place is your website. 1. It's strategic. MADD has a three-fold mission, Activism, Victim Services and Education. These simple, consistent links in every newsletter advance that mission by encouraging subscribers to speak out (Take Action Today!), help victims (Victim Services) and educate others (Forward to a Friend). 2. It's donor-centered. Notice that every one of these four links speaks directly to "you," the donor. "You" are making a difference. "You" can save lives. MADD is here to help "you." 3. It teases. Each link tells you just enough to understand what lies on the other end of that "More >>" link, but no more. You must click the link to satisfy your curiosity. 4. It stresses action. Three of the four links contain active verbs. "Help support," "Take action," "Forward." In direct mail we call this the "call to action." It calls the reader to act. The quickest way to encourage your donor to donate, sign a petition, take a survey or simply read more is to command them to do so. To see what this entire email newsletter from MADD looks like, visit http://www.raisersharpe.com/z/madd.htm © 2006 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message). About the AuthorAlan Sharpe is president of Raiser Sharpe, a direct mail fundraising agency that helps non-profit organizations raise funds, build relationships and retain loyal donors. Sign up for free weekly tips like this at www.RaiserSharpe.com Related PagesHow To Write Fundraising Letters - Sample donor query letter and tips on writing your own donation request. Raising Funds By Mail - Five success pointers for raising funds by mail for your nonprofit - How to use direct mail to increase your non-profit fund raising. Powerful Postscripts - Ten ways to boost donation letter response rates - Add powerful postscripts to your fundraising letters. Increasing Donor Gift Size - How to increase the size of donor gifts from your fundraising letters - Proven methods for getting better donation response rates. Sample Donation Thank You Letter - Here's a sample thank you note and tips on how to thank each donor personally for their contribution. |
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