11 Commandments of Fundraising, Part 3
Commandment No. 10: Thou shalt not save the teaser (or e-mail subject line) for the last second
These are not unimportant details of the mailing or e-mail. Rather, the few words in your teaser or subject line can determine if your message is read. Think of a newspaper headline; how often do you read an article because the headline caught your eye (and your imagination)?
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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