Five Lethal Online Fundraising Mistakes

4. You’re neglecting the details -- details like donation pages that are unrelated to the materials that lead to them (whether it be a Web page or e-mail); the “sender” isn’t the name of a real person representing the organization, but is, instead, a “massive snarl of techno-garble”; the subject line is too long to be readable in a donor’s inbox; and gifts aren’t acknowledged online.