I'm Bored!

That summary doesn't do it justice, but you get the point — this e-mail quickly told me everything I needed to know to make a decision. Add in a great photograph and a prominent "Give now" button, and it was a compelling fundraising effort.

By contrast, another nonprofit sent me (a lapsed donor) an e-mail that went on for 500 words and led with a request to give a monthly gift. I was bored before I got past the subject line, to be honest.