Multipronged Moxie
2. Just once doesn't work as well
With e-mail open rates typically hovering below 20 percent, weaving an arc of coordinated messages around a theme can dramatically improve results. NMFA's campaign included a series of five e-mails: one inviting recipients to send photos to be placed on a "wall of honor" for kids with deployed parents, three asks and one thank-you note. The organization also mailed cards with a moving story written by a child about his soldier dad. Pairing online/offline channels with moving messages and activities people can engage in without having to donate makes it harder to ignore and more engaging.
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
