Writing an effective email solicitation is critical to making a strong connection with potential donors. Here are a few suggestions:
- Write the letter yourself; don't use a form letter.
- Write for the most important audience - the donors, the recipients of the note, not your colleagues or the board of your organization.
- Briefly introduce your organization.
- Reference meaningful press, awards, or testimonials from supporters and clients.
- Invite your donor to learn more about your organization on your givezooks! pages (link included in footer of email) where you should upload your most recent financial reports and scanned letters of endorsement.
- Invite supporters to see your organization in action if you can.
- Make it clear that a donation is a good investment and that the funds will be used responsibly - be as specific as possible here.
- MAKE THE PITCH - "We need you to be as generous as you can to this cause because..."
- Send yourself and a colleague or friend a TEST EMAIL to see how it looks!
- Email Solicitation Checklist
- To avoid embarrassing mistakes in an email blast, we suggest that you and another person proofread the test email and test any links in the email.
Check for the following:
- Make sure that text in the 'From' and 'Subject' fields are correct.
- Confirm accuracy of any names and dates mentioned.
- If you included any images on your email, make sure they are linked correctly and that there is 'alternative text' so that if a recipient has images turned off, they will have some context for what should be shown.
- Test all links.
To maximize deliveribilty of your email solicitations, male sure to comply with the Can Spam Act of 2003. Click the link below for details:The CAN-SPAM Act: A Compliance Guide for Business