All Hail the Mighty E-mail

4. Craft your e-mail message. Keep in mind that the more succinct and scannable your message is, the more likely it is that your audience will read it and take action. Customization makes your communications more personal and will demonstrate to your donors your eagerness to build a long-term relationship. Begin your message by addressing the recipient in the way he or she prefers, but don’t stop there. Incorporate other types of information, such as last gift amount, last gift date and to which fund the donation was designated.