2014 Washington Nonprofit Conference: Digital Fundraising 101

Using that formula, Defenders of Wildlife created a highly successful Cyber Monday campaign by offering a discount to donors who had previously donated through its Adoption Catalog.

Other key takeaways from Defenders of Wildlife:

• Schedule emails when you have something to talk about — donors can tell if you're "faking it."
• Ugly can work! Techniques like highlighting text can boost response rates.
• Thank your supporters! Defenders provides updates to those taking action or donating, especially when the organization has success to report on. Schedule updates around key times, such as Thanksgiving and year-end, and allow space to add more as needed.