4 E-mail Fundraising Campaign Best Practices

Habig suggests limiting your text to less than 100 words if possible, ideally somewhere in the 40-50 range to stay "above the fold."

And in those words, make sure there are appropriate callouts — a “Donate Now” button, text link, bold and larger fonts for the call to action.

“Make sure there are places your eye will go to take the action you want donors to take when you’re designing an e-mail,” Habig says. “Someone needs to be able to really quickly scan it because a lot of times when we’re online, a donor is scanning a document, not reading it start to finish. So the main message must jump out at someone.”

Integrate
Make sure your e-mail campaign is part of an even bigger multichannel campaign with a cohesive strategy, Habig says. Keep the message and branding consistent, and supplement e-mail with other offline and online channels to make the most of your campaign.