Using E-mail to Engage

Some additional things Haji recommends nonprofits keep in mind as far as e-mail fundraising include:

• Keep key content "above the fold" or the top of an e-mail. "The reason it's called 'above the fold' is a lot of people are reading e-mail with a preview pane, so a lot of people are just scanning through using the preview function and really only looking at the top paragraph or paragraph-and-a-half," Haji notes.