Use this checklist to make sure your organization’s e-mails get through, get opened and get read.

By Margaret Battistelli Gardner

5. Check your links.
There’s little that’s more frustrating to a potential donor or supporter than receiving an e-mail asking him to take action, then clicking on the link and finding that it takes him nowhere. Test and retest all links right up to the moment you hit “send.” Then make sure no one in the IT department changes them or deletes them for a long, long time — e-mail messages can have a long shelf life.