3 Common Online Fundraising Mistakes (and How to Avoid Them)

Asking donors to respond to a direct-mail package is a different type of ask than one that comes online. It’s just as much about cultivation as it is about getting a check. “So when we see an e-mail that is either really long or we see an e-mail that comes from an organization as opposed to from a person, or on the other extreme we see an e-mail that looks like a postcard,” Gensemer says, “we raise a red flag. All of those are practices derived from something that you should be receiving in your post box as opposed to your inbox.”