5 Ways to Make Your Email Fundraising Appeals Sound More Human
This advice from NextAfter, based on A/B testing and common sense, is consistent with my experience as a digital director for campaigns and causes:
Email marketing at its worst allows us to “blast” hundreds of thousands of people until they either decide to give in and donate or mercifully unsubscribe. But email marketing, at its best, allows us to scale 1:1 relationships more efficiently than ever, using the medium to create valuable connections with our donors.
We’ve been calling this “humanized” email fundraising. In this post, I’ll share 5 principles of “humanized” email fundraising that will help you increase donor conversion, average gift, and lifetime value with your donors. These are not “best practices”, but rather guidelines based on scientific research that have proven to affect response.
I recommend reading the whole thing. Executing these guidelines will significantly improve your email program’s performance.