4 E-mail Fundraising Campaign Best Practices

Coordinate various different messaging to different types of donors as well, he adds. There are countless ways to segment e-mail donors, whether it be age, income, giving history, types of e-mails they respond to, etc.

Be succinct
There is a big difference between an e-mail appeal and direct-mail letter. People have short attention spans online, especially when slogging through their seemingly endless e-mail messages during the work day. They need to be able to scan something quickly, understand the message and be able to respond instantly.