3 Online Fundraising Communications Best Practices

Segmentation
"You should speak differently to people who have given before and those who haven't," Rosenkranz said. "Speak differently to different segments, different giving levels, different audiences."

She suggested versioning your messages, i.e., tweaking the message so the core theme stays the same but the language reflects the audience. There are plenty of low-cost tools to use for segmentation and targeting.